Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision
Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This...
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| Format: | Article |
| Language: | English |
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Universitas Gadjah Mada
2025-01-01
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| Series: | Gadjah Mada International Journal of Business |
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| Online Access: | https://journal.ugm.ac.id/gamaijb/article/view/82554 |
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| author | Michelle Ferica Prawira Fajarindra Belgiawan Lidia Mayangsari Nila Armelia Windasari Nisful Laila Satria Fadil Persada Reza Ashari Nasution |
| author_facet | Michelle Ferica Prawira Fajarindra Belgiawan Lidia Mayangsari Nila Armelia Windasari Nisful Laila Satria Fadil Persada Reza Ashari Nasution |
| author_sort | Michelle Ferica |
| collection | DOAJ |
| description | Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries—Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets. |
| format | Article |
| id | doaj-art-9a558e9112cc4ec7a7b5173ce41e8833 |
| institution | DOAJ |
| issn | 1411-1128 2338-7238 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Universitas Gadjah Mada |
| record_format | Article |
| series | Gadjah Mada International Journal of Business |
| spelling | doaj-art-9a558e9112cc4ec7a7b5173ce41e88332025-08-20T02:53:00ZengUniversitas Gadjah MadaGadjah Mada International Journal of Business1411-11282338-72382025-01-012719312010.22146/gamaijb.8255437032Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice DecisionMichelle Ferica0Prawira Fajarindra Belgiawan1Lidia Mayangsari2Nila Armelia Windasari3Nisful Laila4Satria Fadil Persada5Reza Ashari Nasution6Institut Teknologi BandungInstitut Teknologi BandungInstitut Teknologi BandungInstitut Teknologi BandungAirlangga UniversityBina Nusantara UniversityInstitut Teknologi BandungWomen's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries—Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets.https://journal.ugm.ac.id/gamaijb/article/view/82554beauty productchoice-based conjointhybrid choice modelsheet maskwomen consumers |
| spellingShingle | Michelle Ferica Prawira Fajarindra Belgiawan Lidia Mayangsari Nila Armelia Windasari Nisful Laila Satria Fadil Persada Reza Ashari Nasution Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision Gadjah Mada International Journal of Business beauty product choice-based conjoint hybrid choice model sheet mask women consumers |
| title | Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision |
| title_full | Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision |
| title_fullStr | Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision |
| title_full_unstemmed | Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision |
| title_short | Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision |
| title_sort | indonesian korean and french sheet masks three alternatives in a hybrid choice model of indonesian women s choice decision |
| topic | beauty product choice-based conjoint hybrid choice model sheet mask women consumers |
| url | https://journal.ugm.ac.id/gamaijb/article/view/82554 |
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