Journal of Social And Economics Research
Vol 6 No 1 (2024): JSER, June 2024

ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA

Maria Christina (Unknown)
Aurelia Lalita Kirana Jayananda (Unknown)
Raymond Raymond Siregar (Unknown)
Fatik Rahayu (Unknown)

Article Info

Publish Date
30 Jun 2024

Abstract

This study examines the impact of brand image and product risk attributes on consumer evaluations of skincare products. The analysis results indicate that the attribute that is the longest and closest to the x-axis is the brand image attribute, thus brand image is referred to as the x-axis. Meanwhile, the attribute that is the longest and closest to the y-axis is the product risk attribute, thus product risk is referred to as the y-axis. Among the six skincare products analyzed, The Body Shop deserves to be said as the market leader because it excels in two main dimensions and is located in the first quadrant (Positive X and Positive Y).

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Journal Info
Journal of Social And Economics Research
Website

Abbrev

JSER

Publisher

Ikatan Dosen Menulis

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

Journal of Social and Economics Research (JSER) is a peer-reviewed journal that focuses on critical studies of social and economic research. Investigated the dynamics of teaching and learning of social education, and social and economic problems in society at the primary, senior, and high education ...