LISTOFCONTENTS ABSTRACT iii ABSTRAKSI iv APPROVALPAGE v FOREWORD vi LISTOFCONTENTS x LISTOFTABLES xi LISTOFFIGURES 11 CHAPTER1 1 1.1Background 1 1.2ProblemStatement 6 1.3ResearchQuestion 11 1.4ResearchObjective 12 1.5ResearchScopeandLimitations 12 1.6WritingStructure 12 CHAPTER2 14 2.1InclusiveMarketing 14 2.2BrandImage 14 2.3CustomerSatisfaction 15 2.4BrandTrust 15 2.5CustomerLoyalty 15 2.6ConceptualFramework 16 2.7HypothesisDevelopment 16 2.7.1RelationshipbetweenBrandImageandCustomerSatisfaction 16 2.7.2RelationshipbetweenBrandImageandBrandTrust 17 2.7.3RelationshipbetweenBrandImageandCustomerLoyalty 17 2.7.4RelationshipbetweenBrandTrustandCustomerSatisfaction 17 2.7.5RelationshipbetweenBrandTrustandCustomerLoyalty 18 2.7.6RelationshipbetweenCustomerSatisfactionandCustomerLoyalty 18 CHAPTER3 19 3.1ResearchDesign 19 3.2ResearchApproach 19 3.2.1QuantitativeApproach 19 3.2.1.1SurveyMethod 20 3.2.1.2DataCollection 20 3.2.1.2.1PopulationandSample 20 3.2.1.2.2SamplingTechnique 21 3.2.1.2.3QuestionnaireDesign 21 3.2.1.3DataAnalysis 25 3.2.1.3.1DescriptiveStatistic 25 3.2.1.3.2PartialLeastSquare(PLS)StructuralEquationModelling(SEM)25 vii a.ReliabilityAnalysis 25 b.ValidityAnalysis 26 c.CollinearityTest 26 d.StructuralPathSignificanceinBootstrapping 26 e.CoefficientofDetermination(R2)andStone-Geisser(Q2) 26 f.FSquareEffectSize 27 g.TotalIndirectandTotalEffect 27 h.MediationTest 27 CHAPTER4 29 4.1QuantitativeApproachAnalysis 29 4.1.1RespondentSocio-DemographicProfile 29 4.1.1.1Gender 29 4.1.1.2Age 29 4.1.1.3PlaceofOrigin 30 4.1.1.4Occupation 31 4.1.2RespondentsBehaviourRelatedtoPurchasingInclusiveCosmeticProducts32 4.1.2.1FrequencyofPurchasingInclusiveCosmeticProducts 32 4.1.2.2PreferredPlacetoPurchaseInclusiveCosmeticProducts 32 4.1.2.3SourceofInformationforInclusiveCosmeticProducts 33 4.1.2.4FrequentlyUsedCosmeticProducts 34 4.1.2.5ReasonsforChoosingInclusiveCosmeticProducts 34 4.1.2.6MoneySpendonInclusiveCosmeticBrands 35 4.1.3DescriptiveStatisticsAnalysis 36 4.1.4PartialLeastSquare(PLS-SEM)AnalysisResult 39 4.1.4.1IndicatorReliabilityTest 39 4.1.4.2InternalConsistencyReliability 40 4.1.4.3ConstructValidityTest 41 4.1.4.4CollinearityTest 42 4.1.4.5StructuralPathSignificance 43 4.1.4.6CoefficientofDetermination(R2)andStone-Geisser(Q2)Test 44 4.1.4.7HypothesisTesting 45 4.1.4.8FSquare(F2)EffectSize 47 4.1.4.9TotalIndirectandTotalEffect 47 4.1.4.10MediationTest 48 4.2Discussion 52 CHAPTER5 55 5.1Conclusion 55 5.2Recommendation 57 5.2.1ImplementationofInclusiveMarketinginCosmeticBrand 57 5.2.2FurtherResearch 58 5.3ResearchImplication 59 viii 5.3.1PracticalImplication 59 5.3.2TheoreticalImplication 59 REFERENCES 64 APPENDIXA 72 APPENDIXB 75 APPENDIXC 83 ix LISTOFTABLES Table3.1QuestionnaireofPreliminarySurvey 22 Table3.2Socio-DemographicandBehavioralQuestionnaire 22 Table3.3QuestionnaireOperationalVariable 23 Table4.1DescriptiveStatisticsAnalysis 36 Table4.2IndicatorReliabilityTest 40 Table4.3InternalConsistencyReliability 41 Table4.4ConvergentValidity 41 Table4.5DiscriminantValidity 42 Table4.6CollinearityTest 42 Table4.7StructuralPathSignificance 44 Table4.8GoodnessofFit 45 Table4.9HypothesisTesting 45 Table4.10FSquareEffectSize 47 Table4.11TotalIndirectandTotalEffect 48 Table4.12DirectEffectResultonBrandTrust 49 Table4.13IndirectEffectResultonBrandTrust 49 Table4.14TotalEffectResultonBrandTrust 50 Table4.15DirectEffectResultonCustomerSatisfaction 50 Table4.16IndirectEffectResultonCustomerSatisfaction 51 Table4.17TotalEffectResultonCustomerSatisfaction 51 x LISTOFFIGURES Figure1.1ReviewofInclusiveClaimedProductforDarkSkin 2 Figure1.2ReviewofInclusiveClaimedProductforLightSkin 3 Figure1.3InclusiveProductReview 3 Figure1.4FoundationShadesofRareBeauty 4 Figure1.5ReviewofInclusiveClaimedCosmeticProductsbyIndonesianTikTokUser5 Figure1.6BLPFoundationShades 6 Figure1.10PriorityofInclusivityinIndonesianCosmeticBrands 8 Figure1.11ImportanceofInclusivityinIndonesianCosmeticBrand 8 Figure1.12WillingnesstoChangetoIndonesianInclusiveCosmeticBrand 9 Figure1.13WillingnesstoPromoteInclusiveCosmeticBrand 9 Figure1.14LevelofInclusivityinIndonesianCosmeticBrand 10 Figure1.15KnownIndonesianCosmeticBrandwithInclusivity 10 Figure2.1TheoreticalFramework 16 Figure3.1ResearchDesign 19 Figure4.1RespondentsGender 29 Figure4.2RespondentsAge 30 Figure4.3RespondentsPlaceofOrigin 31 Figure4.4RespondentsOccupation 31 Figure4.5FrequencyofPurchasingInclusiveCosmeticProducts 32 Figure4.6PreferredPlacetoPurchaseInclusiveCosmeticProducts 33 Figure4.7SourceofInformationforInclusiveCosmeticProducts 33 Figure4.8FrequentlyUsedCosmeticProducts 34 Figure4.9ReasonsforChoosingInclusiveCosmeticProducts 35 Figure4.10MoneySpendonInclusiveCosmeticBrands 35 Figure4.11PLS-SEMResultDiagram 39 Figure4.12StructuralPathSignificance 43 xi Thispageisintentionallyleftblank xii.