CHAPTER4 DATAANALYSIS 4.1QuantitativeApproachAnalysis ThequantitativestudywascarriedoutusingaGoogleFormsquestionnaire.The questionnairewasfilledoutby201respondents,whichsurpassedtheminimum requirementof200respondentsmentionedinthesamplesizesub-chapterinthe previouschapter.Therefore,thecollecteddatawillbeanalyzedinChapter4. 4.1.1RespondentSocio-DemographicProfile 4.1.1.1Gender Figure4.1showsthatoutof201respondents,92.5%arewomen,with 186respondents.Therest,only7.5%,aremen.Thisimpliesthatthe majorityofcosmeticproductconsumersarewomen,butitdoesnot limittheuseofcosmeticproductstomen. Figure4.1RespondentsGender4.1.1.2Age BasedonFigure4.2,mostoftherespondentsarebetweentheageof 19-22,asmuchas62.2%.Followedby16-18(19.4%),then23-27 (16.9%).Last,only1.5%oftherespondentsareintheageof<16years old.Basedonthecollecteddata,itcanbeconcludedthatGenZ,who useinclusivecosmeticbrandproducts,aremainlyintheageof19-22 yearsold,andthatistheageofuniversitystudentsinIndonesia.Most 31 universitystudentsarethosebetweentheagesof18-25yearsold (Tifanisaki,2021). Figure4.2RespondentsAge4.1.1.3PlaceofOrigin Thequestionnairesweredistributedacrossvariousregionsin Indonesia,andcollectedrespondentsfromBali,Java,Sumatra, Sulawesi,Papua,Kalimantan,andRiauislands.Thisresultedin responsesfromdiverseareastounderstandthetendencyofinclusivity fromtherespondentsineachareawithoutbeingarepresentationofthe area.Outof201respondents,41.8%werefromJaBoDeTaBek,20.4% fromBandung,11%fromYogyakarta,9%fromSurabaya,3%from Malang,1.5%fromSolo,1.5%fromSemarang,1%fromTasikmalaya, and0.5%fromCirebon.Thismeansthat90%oftherespondentswere fromJava.RespondentsfromtheIslandofSumatraaccountedfor 4.5%,with0.5%fromPadang,2%fromMedan,0.5%fromLampung, and1.5%fromPekanbaru.RespondentsfromPapuamadeup1.5%, including0.5%eachfromOksibil,Merauke,andJayapura.Kalimantan respondentsaccountedfor1.5%,with0.5%fromBanjarmasinand1% fromPontianak.Additionally,1.5%oftherespondentswerefromBali, 0.5%fromSulawesi(Makassar),and0.5%fromRiau. 32 Figure4.3RespondentsPlaceofOrigin4.1.1.4Occupation Outof201respondents,143(71.1%)areuniversitystudents,followed bySchoolStudents(11.4%),Employees(10.9%),Businessmen(4%), andothersliketeachers(2.5%).Thequestionnaireresultsconcludethat mostofGenerationZ'susersofinclusivecosmeticproductsare currentlyinuniversity. Figure4.4RespondentsOccupation 33 4.1.2RespondentsBehaviourRelatedtoPurchasingInclusiveCosmetic Products 4.1.2.1FrequencyofPurchasingInclusiveCosmeticProducts Thefrequencyoftherespondentspurchasinginclusivecosmetic productsvaries;mostoftherespondents,whichare41.8%outof201 respondents,usuallybuyinclusivecosmeticproducts1-2timesevery1 month.Thesecondlargestnumberofrespondentsare1timeevery2-3 months(32.8%),followedby3-4timesevery1month(13.9%),then 1-2timesaweek(6%),andlast,atotalof5.5%oftherespondents rarelybuyinclusivecosmeticproducts.Thisquestionnaireresultshows thatthedemandforinclusivecosmeticproductsishighbecausemost oftherespondentsareregularlybuyingthecosmeticproductsupto2 timeseverymonth. Figure4.5FrequencyofPurchasingInclusiveCosmeticProducts4.1.2.2PreferredPlacetoPurchaseInclusiveCosmeticProducts Mostoftherespondentsbuytheirinclusivecosmeticproductsin E-commerceoronlineshopplatforms,withatotalof174respondents outof201respondents,followedbycosmeticstores,with112 respondents,thendepartmentstores(54respondents),andlast, supermarket/minimarket(44respondents).Fromtheresultofthis questionnaire,E-commerce/Onlineshopplatformsandcosmeticstores couldprovideinclusivecosmeticproductssincemostofthe respondentsactuallybuyinclusivecosmeticproductsfromthere. 34 Figure4.6PreferredPlacetoPurchaseInclusiveCosmeticProducts4.1.2.3SourceofInformationforInclusiveCosmeticProducts Outof201respondents,almostallofthem,whichare197respondents, collectinformationaboutinclusivecosmeticproductsfromsocial media;itcouldbefromthepromotionofthebrand,reviewofthe brand,advertisement,andothers.Then,atotalnumberof66 respondentscollectedtheinformationfromthebrand’swebsiteby searchingthroughtheinternet.Moreover,61respondentscollected informationfromthecosmeticstore,whichcouldbefromreviewing theproduct,comparingoneproducttoanother,orevenaskingthestaff. Fromtheresult,itshouldbetakenintonotethatsocialmediaisthe bestwaytocollectinformationaboutinclusivecosmeticproducts. Therefore,brandsshouldhavemoreexistenceinsocialmedia. Figure4.7SourceofInformationforInclusiveCosmeticProducts 35 4.1.2.4FrequentlyUsedCosmeticProducts Figure4.8showsthatlipproductsaretheproductthatisbeingusedthe mostbytherespondents,withatotalof163respondents.Moreover, thepowderisthesecondmostusedcosmeticproductbymostofthe respondents,withatotalof124respondentsusingit.Itisfollowedby thebaseofmake-up,suchasconcealer(99respondents),foundation (85respondents),andcushion(13respondents).Then,atotalof65 respondentsfrequentlyuseeyeshadow,andatotalof17respondents useothercosmeticproductslikeeyebrowpencils,eyeliner,mascara, etc. Figure4.8FrequentlyUsedCosmeticProducts 4.1.2.5ReasonsforChoosingInclusiveCosmeticProducts Therearemanyreasonswhypeopleactuallybuyinclusivecosmetic productsoverotherproducts.Inclusivecosmeticsbrandsincludethose thatcanprovideproductsthatmatchdifferentskintones,skintypes, andmanyothers.Basedontheresultofthequestionnaire,mostofthe respondents,withatotalof148respondents,choseinclusivecosmetic productsbecausetheycanmatchtheirskincondition,suchasproducts thatareabletobeusedforoily,dry,orcombinationskin.Otherthan that,theproductcanalsobeusedforsensitiveskinsothatitdoesnot causeanyirritationorevenbreakoutafterusingtheproducts. Moreover,atotalof136respondentschoseinclusivecosmetic productsbecausetheproductsareabletomatchtheirskintone;it couldbecrucialsothattheusercanhavetheirbestlook.Itisthen 36 followedbythereasonthattherespondentsbelieveindiversityand inclusion,andlastly,theysupportthebrandthatproducesit. Figure4.9ReasonsforChoosingInclusiveCosmeticProducts 4.1.2.6MoneySpendonInclusiveCosmeticBrands Fromthequestionnaireresult,atotalof143respondents(71.1%)out of201respondentsusuallyspendaroundRp100.000-Rp500.000, followedbyRp500.000-Rp1.000.000withatotalof18.4%of respondents,thenRp0-Rp100.000(6.5%),andlastmorethan Rp1.000.000.Fromtheseresults,peoplewhobuyinclusivecosmetic productsusuallyhavevariousbudgets,anditshouldbetakeninto considerationforbrandstoprovideproductsthatcanmatchthebudget ofIndonesianpeople. Figure4.10MoneySpendonInclusiveCosmeticBrands 37 4.1.3DescriptiveStatisticsAnalysis Table4.1DescriptiveStatisticsAnalysis NoVariable IndicatorsLabelMean Std. Deviation MedianModeMinMax 1 Brand Image InclusivecosmeticbrandisreliableBI1 5.1490.6915 5 3 6 Inclusivecosmeticbrandis attractive. BI2 5.2340.6935 5 3 6 Inclusivecosmeticbrandis pleasing. BI3 5.0750.7215 5 3 6 Inclusivecosmeticbrandhasagood reputation BI4 5.1990.7005 5 3 6 2 Customer Satisfaction Comparedtootherbrands,Iam happywithinclusivecosmetic brands CS1 5.0250.7845 5 2 6 TheoverallfeelingIreceivedfrom theinclusivecosmeticbrandwas satisfied CS2 5.1090.6695 5 3 6 Mypurchasechoiceatinclusive cosmeticbrandistherightone CS3 5.1940.7335 5 3 6 Theinclusivecosmeticbrandmeets myexpectations CS4 5.1240.6705 5 4 6 3CustomerIwouldbuyinclusivecosmeticCL1 5.2340.7285 5 3 6 38 Loyaltybrandagain Iwillrecommendaninclusive cosmeticbrandtoothers. CL2 5.1840.7425 5 3 6 Iwillpreferinclusivecosmetic brandsoverothers. CL3 5.1590.7245 5 3 6 Iwouldspeakpositivelyabout inclusivecosmeticbrandtoothers CL4 5.1540.7625 5 3 6 4 BrandTrust Ibelieveinclusivecosmeticbrands canfulfillmyneedsanddesires.