Examining the role of Indonesian consumer dispositions toward global cosmetic brands

Business Management and Marketing, International Undergraduate Program, Binus Business School, Indonesia

^* Corresponding author: aanggraeni@binus.edu

Abstract

In the emerging market of Indonesia, consumers are becoming better educated and demanding for more specific innovations for cosmetic products that meet their needs. The number of local cosmetic brands that are entering the market make the industry more competitive, especially between cosmetic brands that originate from developed markets and brands that originate from the emerging market of Indonesia. The aim of this study is to explore the factors and the role of Indonesian consumer dispositions towards global cosmetic brands from developed and emerging markets. Cosmopolitanism, Need for Uniqueness, and Materialism were used to measure their effects to consumer’s brand attitude and purchase intention of global cosmetic brands. Responses from 241 respondents of an online questionnaire were used to represent the population of Indonesian millennials that are female and cosmetic users. The data was analyzed using the SmartPLS program and used structural equation modeling. Research findings concluded that the relationship between cosmopolitanism and materialism to brand attitude and purchase intention were significant for global cosmetic brands from developed and emerging markets. While need for uniqueness did not have significance towards brand attitude and purchase intention of global cosmetic brands from developed and emerging markets.