Indonesia’s Growing Cosmetic Market
Indonesia’s beauty and personal care industry has expanded rapidly in recent years. The research cites data showing that the number of companies in Indonesia’s beauty industry increased from 819 in 2021 to 913 by the end of 2022. Data from the Ministry of Industry also showed that the number of cosmetic-sector business operators rose from 726 in 2020 to 1,292 in 2024.
The growth reflects rising consumer demand but also creates stronger competition among cosmetic brands. Lipstick remains one of the commonly used cosmetic products, serving not only to add color to the lips but also to support consumers’ overall appearance.
Wardah is among the cosmetic brands widely recognized in Indonesia. However, the study highlights a substantial decline in Wardah’s Top Brand Index for lipstick. The index fell from 27.20 percent in 2022 to 26.00 percent in 2023, 22.40 percent in 2024, and 15.00 percent in 2025. The researchers connected this downward trend with the importance of understanding consumers’ willingness to repurchase Wardah lipstick.
Survey of 130 Wardah Consumers
Alena Khoerunnisa and Faizal Fardhani Sigarlaki used a quantitative survey approach. The respondents were at least 17 years old, lived in Bandung, and had purchased and used Wardah lipstick at least twice during the previous three months.
The researchers collected responses through an online questionnaire distributed using Google Forms. The survey used a five-level rating scale, while the data were analyzed with SPSS version 26. The analysis included descriptive statistics, statistical assumption tests, multiple linear regression, a t-test to examine individual effects, and an F-test to examine the combined effect of product quality and price.
The questionnaire also passed the researchers’ validity and reliability checks. The Cronbach’s Alpha values were 0.717 for product quality, 0.605 for price, and 0.663 for repurchase intention, all above the 0.60 threshold used in the study.
Consumers Rated Quality and Price Positively
The descriptive results show that respondents generally viewed Wardah lipstick positively.
- Product quality: overall average score of 4.19, categorized as good.
- Price: overall average score of 4.09, categorized as good.
- Repurchase intention: overall average score of 4.17, categorized as high.
The researchers then examined whether these perceptions were statistically related to consumers’ intention to purchase Wardah lipstick again.
The regression model produced the equation Y = 0.486 + 0.357X₁ + 0.350X₂, where product quality and price were both positively associated with repurchase intention. The coefficient for product quality was 0.357, slightly higher than the 0.350 coefficient for price.
The individual statistical tests also showed significant effects. Product quality recorded a t-value of 7.801 with a significance value of 0.000, while price recorded a t-value of 4.820, also with a significance value of 0.000. Both results were below the study’s 0.05 significance threshold.
When considered together, product quality and price also had a significant relationship with repurchase intention. The F-test produced a value of 81.749, substantially above the F-table value of 3.07, with a significance value of 0.000.
Why Product Quality and Price Matter
The findings suggest that consumers are more inclined to repurchase Wardah lipstick when they perceive the product as performing well, matching expected standards, being reliable and durable, and having an appealing design.
Price also plays an important role. Consumers are more likely to consider buying again when they perceive the price as affordable, competitive, and appropriate in relation to the product’s quality and benefits.
Khoerunnisa and Sigarlaki of Jenderal Achmad Yani University therefore emphasize the importance of maintaining both sides of the consumer equation: a product must deliver satisfactory quality, while its price must be perceived as fair for the value received. Their findings indicate that strengthening only one factor may not be enough when businesses are seeking to encourage repeat purchases.
For the cosmetics industry, the finding offers a practical lesson. Repeat purchases are important because retaining existing consumers can help businesses sustain demand in a market where consumers have many competing brands to choose from. Product developers can use quality feedback to improve performance, durability, design, and consistency, while marketing teams can evaluate whether pricing remains competitive and aligned with consumer expectations.
For Wardah, the researchers recommend continuing to improve product quality while maintaining competitive pricing. Such measures could help strengthen consumers’ repurchase intention and support the brand’s position in the cosmetics market.
Implications and Research Limitations
The findings should be interpreted within the scope of the research. The study examined only product quality and price and focused exclusively on consumers in Bandung. The results therefore cannot automatically be generalized to all Wardah consumers or cosmetic consumers throughout Indonesia.
The authors suggest that future research examine additional factors that could influence repurchase intention, including brand image, brand trust, promotion, electronic word-of-mouth (e-WOM), and customer loyalty. Expanding the geographic coverage could also provide a broader picture of consumer behavior toward cosmetic products.
Author Profile
Alena Khoerunnisa is the first author and corresponding author of the article. She is affiliated with the Faculty of Economics and Business, Jenderal Achmad Yani University.
Faizal Fardhani Sigarlaki is the second author and is also affiliated with the Faculty of Economics and Business, Jenderal Achmad Yani University.
The published article does not state the authors’ academic degrees or specific individual fields of expertise, so those details cannot be added without information beyond the source.
0 Komentar