ISSN 2528-2433 . ISSN 2599-283X . Volume 8. Number 1 July 2023, pp. EXPLORING THE MILLENNIALS PREFERENCES IN MOISTURIZER PRODUCT USING MIX METHOD APPROACH Hannifah Miftakhul Jannah. Muhammad Saiful Hakim. Nabila Silmina Hakim Faculty Creative Design and Digital Business Institut Teknologi Sepuluh Nopember. Indonesia Article Info ABSTRACT Article History: In recent years, we have witnessed the growing interest from millennials to preserve their skin health. In order to maintain their skin health, they consume a variety of skincare products. One of the essential products for them is moisturizer product. This research objective is to explore the critical moisturizer product features for customer purchase decision. This research employs mixed method that consists of descriptive study and interview to The result of descriptive study indicates that price of the product is important cue for quality, therefore, consumer is preferring to select product with middle range prices. Descriptive analysis also reveals that consumer has weighted their decision based on the product composition and product efficacy. addition, the analysis shows that consumer prefer small size product so it will be more practical to keep in carry on container. The interview gives us detailed information regarding the purchase decision process. The analysis of interview uncovers that beauty vlogger with honest review is more credible for purchase behavior compared with well-known brand ambassadors. Received 29 Mar, 2023 Accepted 1 Jun, 2023 Keywords: Moisturizer Product Mixed Method Product Features This is an open access article under the CC BY 4. 0 license Corresponding Author Muhammad Saiful Hakim Email: ms_hakim@mb. INTRODUCTION Social media presence has raised the millennial generationAos awareness of skin health. maintain the health of the skin, members of this generation need to make a selection from various available methods and products. One of the must-have items necessary for maintaining skin health is a moisturizer. Technological advances have pushed companies to make innovations in moisturizer products that meet the ever-changing demand of the consumers every year. To introduce their products, companies typically employ a variety of strategies. One of such strategies is to appoint a brand ambassador, as is done by the brand Wardah. The Journal homepage https://mebis. Jurnal MEBIS (Manajemen dan Bisni. - Vol. No. July 2023, pp. appointment of Tatjana Saphira as the brand ambassador for Wardah Hydra Rose, for instance, is intended to attract consumersAo attention. In addition to that. Wardah also opens booths at certain events or shopping centers. Video ad making also constitutes one of the venues in which Wardah makes its products known to the public. A separate moisturizer brand. Somethinc, also named brand ambassadors from the Korean celebrity With a myriad of moisturizer products available in the market, one question that now arises is what underlies the consumersAo decision to purchase a certain moisturizer product. It is described by marketing theories that prior to making a purchase decision consumers will make, among other things, a comparison between products based on the productsAo features and characteristics (Schiffman & Wisenblit, 2. Research in marketing also describes that to find out more about a product, consumers will make use of a variety of channels, one of which is consumersAo reviews (Kim, 2. As a further matter, as explained by a previous study, the primary motive for purchasing a beauty product is to derive benefits from the product. therefore, the consumersAo evaluation of the product will be based more on the productAos features (Faza et al. , 2. In developing and marketing a product, companies frequently have no understanding of what the consumers really need, which in turn will impact the product sales. Therefore, this research intended to explore on which features of a product the millennial generationAos decision of a moisturizer product purchase is based. This research employed mixed methods with a descriptive study approach and interviews with some members of the millennial generation. LITERATURE REVIEW Identifying consumersAo needs is the first step in a product design and development project. It refers to the process of consumersAo needs data collection to understand consumersAo needs and to maximize sales (Haq & Aditio, 2. The objectives of consumersAo needs identification are listed in the following: To direct a focus on consumersAo needs To establish a basis for developing product specifications To identify consumersAo implicit needs To ease development needs identification activity archiving To ensure that no consumersAo needs are neglected To develop a common understanding of consumersAo need. Product attributes refer to the characteristics that create an image and perception in the consumerAos eye that informs the consumerAos decision-making regarding a product (Arifiana et al. , 2. Product attributes may differentiate one product or brand from another product or brand. According to Lantos . , product attributes can be classified into two types. The first of the two is the intrinsic attribute that is directly tangible in the The intrinsic attribute depicts the physical characteristics of a product, including the size, aesthetics, and design. The second type is the extrinsic attribute, which refers to external characteristics such as the price, composition, or anything else that illustrates the subjective characteristics of the product in the consumerAos perspective. In this research, the product attributes under study were the product mix, packaging design, price, and composition, all being research variables in this investigation into consumersAo moisturizer products preferences. These attributes are explained in more Journal homepage https://mebis. Jurnal MEBIS (Manajemen dan Bisni. - Vol. No. July 2023, pp. detail in the following: A product mix is the collection of all products or goods offered by a seller to a consumer (Kotler & Armstrong, 2. It is classified by length, width, depth, and consistency. Not only does it function as a protector for a product or good, packaging, but also it functions as a medium of promotion and communication between the producer and the consumer. It is for this reason that the information that the consumer must know is included in the packaging. Such attempt is intended so that the consumer becomes acquainted with the product inside the packaging (Mukhtar & Nurif, 2. The packaging design, thus, becomes an essential attribute that influences the consumerAos preference, attracting the consumer into making a decision to buy the product. Price is an amount of value or money imposed on a product or service that is provided for a consumer in exchange for benefits, which serves as an important factor in influencing purchase decision-making (Kotler & Armstrong, 2. Price is one of the attributes that the consumer takes into account prior to making a purchase decision. At times, the consumer will also associate price with the product quality available for their enjoyment. According to Kotler & Armstrong . , indicators of price are classified into the Price affordability Affordability refers to the consumerAos expectation before a purchase. The consumer will seek and buy a product that is affordable. Price match with product quality Price match with product quality frequently becomes an issue, where the consumer is unwilling to purchase a relatively expensive product or service. On the contrary, if the product or service offered is of good quality, the consumer will usually consider to make a purchase of it. Price competitiveness The price set by a company is usually judged against competitorsAo prices, allowing for the product competitiveness in the market. Price match with product benefits Some consumers usually value the benefits that are available for them when purchasing a product irrespective of the price that they must pay. Moisturizer products are normally priced in the range from Rp45,000 to Rp300,000, depending on the size and composition. A moisturizer provides hydration for the skin, preventing the skin from being dry (Wolff et al. , 2. There are a myriad of moisturizer products with varying ingredients according to the type and need of the skin. In general, moisturizers are used to reduce fine lines, moisturize the skin, and even correct dark spots and acne scars. Wardah Hydra Rose Dewy Aqua Day Gel contains moisture-locking ingredients, including 72-hour active hydrating pentavitin, rose oil, and bio-hyaluronic acid . io-HA) that add layers to the skin and keep the skin hydrated all day long. Improved advertisement is an effort to improve a product or service advertising quality over the Internet media (Rejyn-Guardia et al. , 2. This includes endorsement and video advertising updates. Endorsement is a form of cooperation between a business owner and a well-reputed individual that takes the form of promotions on social media with the individualAos followers being the targets (Hardilawati et al. , 2. This well-known individual may be a celebrity, a selebgram (Instagram celebrit. , or a selebtok (TikTok celebrit. Journal homepage https://mebis. Jurnal MEBIS (Manajemen dan Bisni. - Vol. No. July 2023, pp. selebgram is an Instagram celebrity or an active Instagram user whose uniqueness attracts other Instagram users to follow them at large scale (Sakinah, 2. A selebgramAos large follower base pulls business owners to engage with them to promote their products. Endorsement usually involves requesting help from a popular celebrity with a high engagement rate. However, with time, the public starts to find big celebritiesAo endorsements doubtful. This doubt is rooted from the possibility of the celebrities to lie when making a review of the product that they promote. With the increase of their awareness, the public now place a greater extent of trust in ordinary people in their review of a product as these ordinary people are considered more honest in their review. In this manner, the public is rid of the worry if they might be harmed from buying the product Video advertising is one of the conduits for business owners to promote their products or services which allows for disseminating information in an engaging audiovisual form (Khairunnisa & Nurfebiaraning, 2. It is hoped that positive responses may be elicited from the viewers to the published advertisements and that the advertisements may be enduring in the viewersAo memory. Multimedia information technologies can be impactful to information dissemination (Chaeriyantama et al. , 2. Video advertising can be encountered in two forms of media: in physical form it can be found through videotron, and in online form it can be found over social media platforms through Instagram Ads. YouTube Ads. Facebook Ads, and Twitter Ads. Of the two forms of media, the latter is considerably more effective in fulfilling advertising purposes at present day (Hardilawati et al. , 2. Ads on social media are more easily encountered and adjustable in terms of display period, less costly, and wider in reach. On the other hand, video advertising in the physical form . tends to be costly, complicated in the licensing process, and narrow in reach. RESEARCH METHODS This research employed a non-probability sampling method with a purposive sampling This method was selected since completing this case study and solving problems would require an in-depth analysis of a sample, giving the right perspective for answering the research questions. The number of respondents involved in the research was determined based on the collected information. The information adequacy requirement was fulfilled by determining a sufficient number of subjects to provide necessary information. thus, the number of subjects was based not on the representativeness, but on the depth and point of saturation of the collected information (Heryana, 2. In conclusion, data collection from the respondents was underpinned by the depth of the collected information, with a focus on the needs and wishes of the consumers with respect to a moisturizer product. Journal homepage https://mebis. Jurnal MEBIS (Manajemen dan Bisni. - Vol. No. July 2023, pp. Table 1. Questionnaire Question Topic User Profile Experience in using Moisturizer Product Preferential Question Required Information Background Information Skin Face Condition before using the product Skin Face Condition after using the product Preferences in design of packaging Preferences in Price Preferences in Composition In this research, primary data were obtained directly from informants through interviews and interpretation of questionnaire survey data. In-depth interviews were conducted to gain useful insights from the informants to solve the problem. The interviews conducted were of the semi-structured interview type, where questions were posed following a devised flow with an extent of flexibility during the interview process (Newcomer et al. The interviews were carried out with experts and users, who were primary data sources in this research, by eliciting necessary information in-depth. To ensure that the questions were in accordance with the research objectives, the interview guide was first evaluated by a marketing expert. Table 2. Guidelines for Interviews Topic Product Use Product Selection Question Before and After Use Duration and Frequency of use Use of Other Product The Use Method Buying Process Selection Reason Benefit of Product Product information Importance of Feature In addition to interviews, primary data collection was also performed by disseminating a It was intended to figure out the respondentsAo demographics and preferences related to the product attributes under study, i. , product mix, packaging design, composition, and price. A non-probability sampling method with a purposive sampling technique was selected since the sampling was conducted following several predetermined criteria, i. , the prospective respondents should be males or females who were using a moisturizer product for at least three months. The questionnaire was selfadministered to allow the respondents answer the questions independently. The questionnaire was disseminated through a short message via WhatsApp. Line, and Instagram. RESULTS AND DISCUSSION The results of the research that was conducted for two weeks since May 17, 2022 until May 31, 2022 showed that 93. 3% of respondents . = . were moisturizer users, and 7% . = . were non users. As many as 91% of users . = . were using a moisturizer for three months or more, and 9% . = . were for less than three months. Of 81 respondents who used a moisturizer for three months or more, 45. 7% . = . earned less than Rp1,000,000 per month, 34% . = . did Rp1,000,001Ae2,500,000 per month, 11. Journal homepage https://mebis. Jurnal MEBIS (Manajemen dan Bisni. - Vol. No. July 2023, pp. = . did Rp2,500,001Ae4,000,000 per month, and the rest did more than Rp4,000,001 per month. Of all respondents, nearly 50% . , 49. 4%) chose a 50 ml moisturizer, and 33. 3% . = . did a 100 ml moisturizer. This shows that travel-kit-sized products gained less interest from the respondents. The questionnaire results also showed that 37% of respondents . = . preferred tube packaging, 28 respondents did jar packaging, and 28. 4% . = . did pump packaging. As for the price, it was figured out that over 50% . , 58% or 47 respondent. preferred a moisturizer product priced between Rp75,001 and Rp150,000. Meanwhile, 33. 3% . = . found a price below Rp75,000 more preferable for a moisturizer product. Finally, with regard to the composition, the respondentsAo preference revealed that hyaluronic acid, ceramide NP, niacinamide, and hydrolyzed marine collagen are indispensable ingredients in a moisturizer-type skincare product. After disseminating the questionnaire and obtaining 89 respondents in the aftermath, a total of 81 respondents were considered eligible to complete the questionnaire. Of the 81 respondents, six were selected as informants for interviews. The interviews were carried out to collect information and gain new insights from the informants. No specific criteria were applied to the informants. The informants were selected randomly, but for the interview validity, the researchers would match the interview results and the questionnaire results. Below Table Provide the respondent background Table 3. Respondent Background Respondent Code Sex Perempuan Perempuan Perempuan Laki-laki Perempuan Perempuan Age Income Rp2. 001 - Rp4.