Factors Affecting Consumer Decision-Making: A Survey of Young-Adults on Imported Cosmetics in Jabodetabek, Indonesia

Abstract

Recently, many people are willing to spend big amount of money for the sake of taking care the attractive appearance by buying trusted cosmetics. Cosmetics which are available in Indonesian market ranged from local products and imported products. Unfortunately, local cosmetics now are facing difficulties when competing with imported cosmetic brands which massively entering Indonesian market. This research analyzes the factors that affect Indonesian young–adults who live in the region of Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) to choose imported cosmetics, which are product quality, brand name, price, promotion, packaging, location and store environment. The result of this research is expected to be helpful for local cosmetics so they will improve and become the main preference for most Indonesian people. The totals of 350 respondents were selected from young-adults who are the users of imported cosmetics in Jabodetabek region. The collected data are analyzed through factor analysis and multiple regression analysis by using SPSS 20.The research found that the factors which have positive relationship with consumer decision-making onimported cosmetics are only brand name, packaging, location and store environment. This result is not precisely similar with the previous study conducted in the same field because of the different targeted respondents. The local cosmetic companies which intended to choose young adults as the target market should consider more intensively on the brand name, packaging, location and store environment of the products.