Studi Preferensi Konsumen Perempuan Gen Z Terhadap Produk Kosmetik Cina Pada E-Commerce Shopee

Gunawan, Yolanda Aesi and Setyaningrum, Idfi and Sinaga, Frisqylia Dameria Ella Leluni (2024) Studi Preferensi Konsumen Perempuan Gen Z Terhadap Produk Kosmetik Cina Pada E-Commerce Shopee. Journal of Economic, Bussines and Accounting (COSTING), 7 (4). pp. 10930-10940. ISSN 2597-5226; e-ISSN 2597-5234

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Abstract

In the era of globalization, producers must compete to meet the increasingly diverse needs of consumers. Cosmetics, as one of the basic needs for women's beauty, are chosen very carefully by consumers. The highest purchases of cosmetics are found among women aged 18–25 years (Generation Z), with most of these purchases made through e-commerce, especially Shopee, which is dominated by female buyers. This study aims to analyse the preferences of female Generation Z consumers towards cosmetic products. A qualitative method using phenomenological approach was used in this research. The findings reveal that affordable prices, good quality, product variety, ease of purchase, and product design tend to be the preferences of female Generation Z consumers when buying cosmetic products from China. Additionally, influencers serve as a supporting factor in shaping preferences, while country of origin tends not to be a priority in cosmetic product purchases.

Item Type:	Article
Uncontrolled Keywords:	Cina , E - commerce, Generasi Z, Kosmetik, Preferensi Konsumen
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Idfi Setyaningrum 6187
Date Deposited:	24 Jul 2024 08:48
Last Modified:	26 Jul 2024 08:55
URI:	http://repository.ubaya.ac.id/id/eprint/46764

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