DOES YOUR TARGETED CUSTOMER REALLY WANTS TO BUY ONLINE? A GUIDE TO ANALYZE CUSTOMER PURCHASE DECISION ON LOCAL BRAND PERSONAL CARE PRODUCT

Abstract

Personal care product is part of the activities that make us physically comfortable. To provide this comfort, a person needs to apply a product that suitable the most. Local brand product is also on the rise because of the love-local-product campaign and the recently appear brand can compete with the international product regarding to the composition, ingredient and function of the product. Surprisingly, with this competitive product quality, local brand provides the lower price that make local customer easy to choose to shift from international to local brand. To prove that the local people has willingness to purchase local brand for their personal product, this research provide framework and guide to conduct in-depth interview and a concept for other research method. E-WOM, product innovation, product quality, product review, social media marketing, and pricing can predict customer purchase decision in online platform.