ANALYSIS OF CONSUMER PURCHASE BEHAVIOR OF NON-AUTHORIZED (NON BPOM) FACE MASK IN INDONESIA LOCAL PRODUCT

Abstract

The face mask trend has developed as a new trend in the Indonesian cosmetics industry lately. Due to the high demand for face masks, Indonesian mask manufacturers are innovating to create local face masks. Unfortunately, several non-authorized local face mask products have been traded on the market with a fairly high level of sales. This study aims to determine consumer awareness of the safety of non-authorized local face masks, and also the relationship between non-authorized local face mask factors. The data were collected by semi-structured interviews and online survey methods towards non-authorized local face mask users. Open coding will be used to process the qualitative data collected during the semi-structured interview, while the quantitative data were analyzed through PLS-SEM to analyze the relationship between the variable of non-authorized proneness, subjective norms, ethical judgments, and product evaluation that influence consumers buying behavior and their purchase decision towards non-authorized local face masks. The result indicates that there is a significant influence between the factor of non-authorized proneness, subjective norms, ethical judgments, and product evaluation that influence consumers buying behavior and their purchase decision for non-authorized local face masks. The findings of the study will be useful in raising consumer and business awareness of the risks of non-authorized local face masks. Furthermore, the results of this study will be used to help develop a demarketing strategy for non-authorized local face masks.