Changes in consumer behaviour of skincare repurchasing during COVID-19 pandemic
List of Authors
  • Hasna Annisa Dewi

Keyword
  • COVID-19 Pandemic; Skincare Brands; Repurchase Intentions; Habit; Online Review; Consumer Behaviour

Abstract
  • The COVID-19 Pandemic causes shifting in various aspects, including the way consumers purchase and repurchase. Concerns about the risk in the product during the purchase of skin care products appear during pandemic. The purpose of this study is to examine the effect of pandemic on the intention of repurchasing skin care products and recommendations from the results of analysis in terms of changes occurred in consumer behavior, specifically purposed for marketers of skincare brands. This study uses exploration research methods and quantitative methods to analyze research objectives. Exploration research was carried out by interviewing 11 respondents. The online survey was conducted on 400 respondents with the scope of Jabodetabek and Bandung areas, and experienced in making purchases before pandemic and during pandemic. Quantitative analysis is carried out through PLS-SEM to analyze the correlation relationship of Purchase Experience, Self-Congruity, Brand Image, Habits, Perceived Risks, and Online Review on Social Media and E-Commerce. The results of these findings found that there was a significant relationship of Purchase Experience and Habit, Habit Before Pandemic with Repurchase Intention After Pandemic (Brands Before Pandemic), Habit during the Pandemic with Repurchase Intention After Pandemic (Brands During Pandemic), Self-Congruity and Repurchase Intention After Pandemic (Brands Before Pandemic), Online Review (Social Media) with Repurchase Intention After Pandemic (Brands Before Pandemic), Brand Image with Repurchase Intention After Pandemic (Brands During Pandemic), and Brand Image with Self-Congruity. Based on these findings, recommendations suggested to marketers are to adjust the image of the brand with changes in habits that occur due to pandemic and during the pandemic, focus on minimizing the risk of online purchases and focusing on increasing good quality reviews, especially on platforms with content of video.

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