The Analysis of Offline Store Attributes Towards Customer Purchase Behavior During COVID-19 in the Cosmetic Industry

Authors

  • Pasasa Fridericiana Marie School of Business and Management, Institut Teknologi Bandung
  • Utomo Sarjono Putro School of Business and Management, Institut Teknologi Bandung
  • Arfenia Nita School of Business and Management, Institut Teknologi Bandung

Abstract

Indonesia’s cosmetics sector continues to perform positively, brought by the country’s expanding middle-class customers and technology development. The existence of physical stores plays a big role that affects customers'; decisions of purchase in the future. This phenomenon attracted company ABC to partake in developing offline stores. Due to COVID-19, offline stores have been extremely influenced. The purpose of this study is to analyze the significant attribute(s) of offline stores in the cosmetic industry during COVID-19 that influence customer purchase behaviour. Researchers analyzed five variables regarding offline store attributes; store atmosphere, store display, customer service, shopping experience, and hygiene & safety protocol. The researcher uses a quantitative method using SPSS with multiple linear regressions with 232 respondents. The study was applied to the offline store customers of brands X & Y. The results showed four independent variables of store atmosphere, store display, hygiene & safety protocol, and shopping experience positively influence customers purchase behavior in offline stores during COVID-19 in the cosmetic industry. However, customer service of offline store attributes does not significantly influence customer purchase behaviour solely.

 

Keywords: Customer purchase behavior, COVID-19 offline store attributes, cosmetic industry

Downloads

Submitted

2022-01-01

Published

2026-06-30

Issue

Proceedings of The 6th International Conference on Management in Emerging Markets (ICMEM) 2021

Section

Marketing, Strategy and Consumer Studies