A Study of The Lipstick Effect and Digital Marketing: Business Sustainability and Consumer Behavior in Purchasing Decisions in the Cosmetics Industry During the Covid-19 Pandemic and the Economic Crisis in Indonesia
Description
This study analyzes the lipstick effect and digital marketing phenomena in business continuity and consumer behavior in cosmetic product purchasing decisions during the economic crisis in Indonesia. The problem encountered is that Covid-19 and the economic crisis have impacted financial difficulties and low purchasing power. Amidst the Covid-19 and economic crisis, the lipstick effect phenomenon emerged, namely consumer behavior that tends to buy products that are liked and can satisfy their emotions by shifting shopping to smaller products. The rapid digital marketing through various social media has impacted consumer behavior in cosmetic product purchasing decisions.
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The method used in this study is a descriptive qualitative approach, aimed at understanding consumer behavior in making cosmetic product purchasing decisions during the Covid-19 pandemic and the economic crisis in Indonesia. This approach was chosen because it allows researchers to explore the motives, perceptions, and subjective meanings behind consumption behavior, particularly in the context of economic pressure. A qualitative approach is used to gain a holistic understanding of social phenomena from the perspective of participants in a natural and contextual manner. This research was conducted around Bandung, a region with diverse consumer socioeconomic backgrounds and high trading activity. The study was conducted in early 2025. Respondents were cosmetics consumers from various economic backgrounds who had experienced the impact of COVID-19 and the economic crisis. Respondents were selected using purposive sampling, which involves selecting subjects based on specific criteria deemed capable of providing relevant data