Marketing Strategy Affecting on Skincare Products Purchasing Decision in Generation Z Customers

Abstract

This research aimed 1) to study the marketing strategies which influenced Generation Z customers purchasing decision on skincare products; and 2) to investigate the view of marketing strategies that affected purchasing and selecting skincare products. The sample consisted of 14 Generation Z participants, aged 18-27, selected through convenience sampling. This qualitative study involved in-depth individual interviews with open-ended questions. Data was collected by a password-protected recorder and transcribed verbatim. Thematic analysis was used to analyze the information. The results show that Generation Z customers have chosen skincare products based on necessity, selecting items that match their skin type and specific concerns. The appearance of the packaging, ease of use, and brand trust. It was a vital factor. New and innovative products with visible results have also attracted attention. Generation Z customers have valued products providing reasonable prices, comparing prices with the quality and quantity of the product before purchasing. Meanwhile, participants were willing to pay more for higher-quality products; in-store shopping remained popular as it allowed them to see the product firsthand. However, online shopping has been provided due to its speed and convenience. Promotions, special discounts and offers, have significantly influenced their purchasing decision. Reviews from real users and influencers have played a crucial role. It was more reliable than endorsements by the celebrities. Additionally, the digital marketing, promotions, and product quality were key factors in attracting and retaining Generation Z’s interest. They prioritized clear product information, with both online and offline digital marketing where played a major role, particularly through social media. Regular product-related posts, combined with good interaction and reviews from real users and influencers, showed the attraction of this group. With reasonable pricing, convenience in purchasing, and appealing promotions further, these factors encouraged Generation Z customers to purchase the products. This result has provided tangible benefits for further researcher in adapting findings to quantitative study to ensure the results and entrepreneur in marketing strategies for promoting their high sales target in the future.