| dc.description.abstract | The cosmetics industry has developed rapidly in both developing and
developed countries. Cosmetic products in the Asian market are one of the fastest
growing markets. The Asia Pacific market value has increased to more than USD
70 billion, which is the second highest market after the Western European market.
The export value of cosmetic products in Indonesia reaches USD 516.99 million.
While in Malaysia, the value is around USD 407 million for cosmetic products.
The potential of this domestic market is due to the increasing number of young
population (millennial generation) and the strengthening of society trend to use
natural products which are eco-labeled. This study aimed to: (1) identify
consumers characteristics of eco-label cosmetic products users in Indonesia and
Malaysia; (2) analyze the relationship between the characteristics of eco-label
cosmetic products users in Indonesia and Malaysia with their lifestyle; (3) analyze
the lifestyle, consumer attitudes, and marketing mix influence on purchase
decision for eco-label cosmetic products in Indonesia and Malaysia; and (4)
analyze the most dominant factors that influence the purchase decision of ecolabel
cosmetic products in Indonesia and Malaysia.
This study design was survey methods. The study was conducted in Jakarta
(Indonesia) and Kuala Lumpur (Malaysia) from May until July 2018. The number
of respondents were 390 people. The sampling technique in this study was based
on a non-probability sampling method which is convenience sampling. The data
were analyzed using descriptive and inferential statistical analysis, Structural
Equation Modeling (SEM), and with alternative method using Partial Least
Square (PLS).
The results showed that the characteristics of consumers in Indonesia and
Malaysia were majority consisted of productive age adults and had enough
income to buy eco-label cosmetic products. Based on inferential statistical
analysis, there was relation between consumer characteristics and lifestyles. Based
on VALS (Value and Lifestyle) analysis, consumer lifestyles in Indonesia were
divided into five dimensions which are achievers, believers, experiencers, makers,
and strivers. While, the consumer lifestyles in Malaysia were divided into six
dimensions consisted of achievers, believers, fullfields, experiencers, makers, and
strivers. Based on SEM-PLS analysis, it is found that lifestyle had a positive and
significant influence on purchase decision in Indonesia and Malaysia. The
consumer attitudes did not influence purchase decision in Indonesia. In opposite,
in Malaysia the consumer attitudes variable had a significant influence on the
purchase decision. In addition, the marketing mix had a significant effect on
purchase decision in both Indonesia and Malaysia. The marketing mix was the
dominant factor that influenced the purchase decision of eco-label cosmetic
products. | id |
