27 CHAPTER IV DATA ANALYSIS In this chapter, researcher will be discussing the findings that the author obtained from conducting a survey online and collecting the data. In this research, the data are processed with the help of the SmartPLS software. Tables and pie charts are used to present the data displayed. After that, the data will be processed and analyzed to provide an answer to the research question that was presented in the first chapter. 4.1. Demographic Respondents Profile Demographic respondent profile analysis results are represented by gender, domicile, and occupation. This analysis helps to understand the distribution and relevance of the survey sample in the context of the research objectives. 4.1.1. Gender Figure 4. 1 Respondents Gender The results among 250 respondents show a significant gender disparity, with female respondents comprising 74% of the total sample (185 females) and male respondents making up 26% (65 males). In accordance with Macheka et al (2023) research, young female consumers were targeted because they typically have higher purchasing power for beauty products and are considered a personal necessity for women, further reinforcing their dominant role in the market. Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian 28 4.1.2. Domicile Figure 4. 2 Respondents Domicile From 250 respondents, the results show that 64.4% of the respondents or 161 people live in major cities, while 35.6% or 89 people reside in secondary cities. This indicates that most participants are from urban areas followed by secondary cities, where they may have different shopping behaviors between people who live in major cities and secondary cities. 4.1.3. Occupation Figure 4. 3 Respondents Occupation Based on the figure 4.3 shows the respondent's occupation. From 250 respondents, 46,8% or 117 people are employees. Then 41,6% or 104 people are college students and 11,6% or 29 people are school students.