Email this article Psychographic Profiling of Skincare Indonesian Consumers: A Multidimensional Segmentation Approach
Abstract
This study assesses whether a multidimensional psychographic base that joins values, life visions, aesthetic styles, and media preferences can explain skincare consumer behavior in Indonesia and translate directly into brand decisions. A cross sectional online survey of two hundred seventy consumers employed seven-point scales for twelve value items, ten life vision items, nine aesthetic style items, and nine media preference items. The instrument showed satisfactory internal consistency with Cronbach’s alpha of 0.81 for values, 0.78 for life visions, 0.85 for aesthetic styles, and 0.78 for media preferences. Dimensionality was examined with principal components at the block level and audience segments were identified with Gaussian mixture models, with the number of classes selected by the Bayesian Information Criterion. The analysis yielded six interpretable segments. Values place holistic health, emotional balance, and environmental or ethical responsibility at the center of decision making. Aesthetic attraction is strongest for modern minimalism followed by classic and sporty codes, while luxury and futuristic codes are less salient. Media use concentrates on Instagram and TikTok with e-commerce and YouTube as important complements. These findings establish a direct bridge from latent motives to actionable levers by pairing claims and design languages with the media habitats in which persuasion occurs. Brand teams can emphasize health and calm narratives with credible testing, employ transparent and minimalist clinical visual systems, and activate creator led short video content with seamless handoff to e-commerce, while using longer instructional content for audiences that prefer YouTube and Facebook. Limitations include a youthful and digital first sample, self-report measures, and a cross sectional design. The study offers an empirically grounded baseline for psychographic profiling in skincare and a practical roadmap for audience in culture strategy that is both differentiated and repeatable.
Keywords
Full Text:
PDFReferences
Adam, M. A., & Ali, S. M. (2022). Influence of Social Media Marketing Communications on Young Consumers’ Attitudes and Purchase Intention. Gmjacs. https://doi.org/10.59263/gmjacs.12.01.2022.271
Adiningtyas, Y., & Yunus, E. N. (2024). The Influence of Consumer Knowledge of Halal Supply Chain Practices on Purchase Intention in Halal Personal Care &Amp; Beauty Products. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.10.3.823
Aguiar, J. V. (2011). The Aestheticization of Everyday Life and the De-Classicization of Western Working-Classes. The Sociological Review. https://doi.org/10.1111/j.1467-954x.2011.02022.x
Almudimeegh, A., Almukhadeb, E., Nagshabandi, K. N., Aldosari, O., Aldakhil, I., Aldosari, Z., Alhuqbani, M. N., & Alkhani, K. (2024). The Influence of Social Media on Public Attitudes and Behaviors Towards Cosmetic Dermatologic Procedures and Skin Care Practices: A Study in Saudi Arabia. Journal of Cosmetic Dermatology. https://doi.org/10.1111/jocd.16324
Amalia, A. F. (2024). Skincare Consumption Behavior: Study of Beauty Discourse and Consumerism Among Gen-Z Women of Javanese Ethnicity. Mukadimah Jurnal Pendidikan Sejarah Dan Ilmu-Ilmu Sosial. https://doi.org/10.30743/mkd.v8i1.8905
An, G. K., & An Ngo, T. T. (2025). Uncovering the Influence of Social Media Marketing Activities on Generation Z’s Purchase Intentions and eWOM for Organic Cosmetics. Plos One. https://doi.org/10.1371/journal.pone.0325953
Ananda, A. M., Putri, A. R., & Andriany, D. (2024). Preferences for the Use of Skincare Products in Gen Z Women From the Perspective of Marketing Communication. Indonesian Journal of Multidisciplinary Science. https://doi.org/10.55324/ijoms.v3i10.944
Andriansyah, A., Sinaga, A. H., Zahara, M., & Situmorang, S. H. (2024). The Effect of Celebrity Attraction on Consumer Loyalty Through Trust in Skincare Products Among Generation Z Women. Journal of Economic Bussines and Accounting (Costing). https://doi.org/10.31539/costing.v7i4.10810
Bacevice, P., & Wilhoit, E. D. (2023). The Strategic Aestheticization of Work: How Workers Read Normative Organizational Values in Workplace Imagery. Management Communication Quarterly. https://doi.org/10.1177/08933189231203232
Boccia, M., Barbetti, S., Margiotta, R., Guariglia, C., Ferlazzo, F., & Giannini, A. M. (2014). Why Do You Like Arcimboldo’s Portraits? Effect of Perceptual Style on Aesthetic Appreciation of Ambiguous Artworks. Attention Perception & Psychophysics. https://doi.org/10.3758/s13414-014-0739-7
Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos. Journal of Business and Management Studies. https://doi.org/10.32996/jbms.2022.4.2.14
Chow, I., & Murphy, P. (2011). Predicting Intended and Actual Travel Behaviors: An Examination of Chinese Outbound Tourists to Australia. Journal of Travel & Tourism Marketing. https://doi.org/10.1080/10548408.2011.563166
Creswell, J. W. (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. In Educational Research (Vol. 4, p. 237). https://drive.google.com/file/d/1d5ZzlgJuCrwAyLpdBeK5dhKMZTpE2HNb/view
Das, S., Sabbir, M. M., Zohora, F.-, & RAHMAN, M. S. (2022). Investigating Purchase Intention for Skin Care Products in Bangladesh: The Role of Personal Factors. Turkish Journal of Marketing. https://doi.org/10.30685/tujom.v7i2.154
Duarte, I., Silveira, J. E. P. S., Hafner, M. de F. S., Toyota, R., & Pedroso, D. M. M. (2017). Sensitive skin: Review of an ascending concept. In Anais Brasileiros de Dermatologia (Vol. 92, Issue 4, pp. 521–525). Sociedade Brasileira de Dermatologia. https://doi.org/10.1590/abd1806-4841.201756111
Eigenraam, A. W., Eelen, J., & Verlegh, P. W. J. (2021). Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2020.11.001
Fatmawati, W. (2023). Influence of Brand Ambassado and Content Marketing on Interest in Halal Skincare Consumer Case Study of Scarlet Whitening Product. Manager. https://doi.org/10.58738/manager.v1i3.147
Fingerhut, J., Gomezâ€Lavin, J., Winklmayr, C., & Prinz, J. (2021). The Aesthetic Self. The Importance of Aesthetic Taste in Music and Art for Our Perceived Identity. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2020.577703
Glückstad, F. K., Kobayashi, H., Seddig, D., Davidov, E., & Nakamura, R. (2024). Personal Beauty Values: Development and Validation of a Multidimensional Measurement Scale. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2421
Hardcastle, S. J., & Hagger, M. S. (2016). Psychographic Profiling for Effective Health Behavior Change Interventions. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2015.01988
Hasan, G., & Erik, A. (2023). The Influence of E-Wom and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image. International Journal of Science and Management Studies (Ijsms). https://doi.org/10.51386/25815946/ijsms-v6i6p108
Hash, M. G., Forsyth, A., Coleman, B.-A., Li, V., Vinagolu-Baur, J., & Frasier, K. (2025). Artificial Intelligence in the Evolution of Customized Skincare Regimens. Cureus. https://doi.org/10.7759/cureus.82510
Hendijani, R. B. (2023). The Jakarta Male Gaze: Masculinity and Skincare Preferences Unveiled. Majcafe. https://doi.org/10.60016/majcafe.v31.01
Herlina, M., Komara Rifai, N. A., Muhammad Sholeh, N. S., & Kurniaty, N. (2020). Halal Awareness of Muslim Millennials Toward Cosmetics and Skincare Decision. https://doi.org/10.2991/assehr.k.200225.010
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences. https://doi.org/10.29244/jcs.4.2.76-89
Hidayah, R. T., Adriansyah, I., & Utami, E. M. (2024). The Influence of TikTok EWOM on Purchase Intentions for the Originote Skincare Products. Asean International Journal of Business. https://doi.org/10.54099/aijb.v3i2.1017
Irene, W. (2024). Key Factors Influencing Generation Z Consumer Satisfaction and Purchase Decision for Local Moisturizers. Journal of Social and Economics Research. https://doi.org/10.54783/jser.v6i1.472
Jokhu, J. R., & Yuliana, R. (2023). Do People Still Listen to Influencers for Buying Decision? Influencer Effect on Purchase Decision Mediated by Electronic Word of Mouth. Jurnal Ilmiah Manajemen Dan Bisnis. https://doi.org/10.22441/jimb.v9i2.20914
Kania, B., Montecinos, K., & Goldberg, D. J. (2024). Artificial Intelligence in Cosmetic Dermatology. Journal of Cosmetic Dermatology. https://doi.org/10.1111/jocd.16538
Kembau, A. S., Kolondam, A., & Mandey, N. (2024). Virtual Influencers and Digital Engagement. Jurnal Manajemen Pemasaran. https://doi.org/10.9744/pemasaran.18.2.123-136
Kin Tong, D. Y., Ismail, H., & Tong, X. F. (2023). Green Consumer Purchase Behaviour in Malaysian Super-Regional Mall’s General Merchandise Stores. International Journal of Management Studies. https://doi.org/10.32890/ijms2023.30.2.3
Krissanya, N., Sholikhah, S., Berutu, M. B., & Pratama Sari, D. A. (2023). Exploring the Role of Green Brand Positioning in Determining Green Product Purchase Intention. International Journal of Applied Economics Finance and Accounting. https://doi.org/10.33094/ijaefa.v15i2.838
Lanza, S. T., Savage, J. S., & Birch, L. L. (2010). Identification and Prediction of Latent Classes of Weightâ€loss Strategies Among Women. Obesity. https://doi.org/10.1038/oby.2009.275
Lorenzo, R. Di. (2025). Valorization of Arbutus Unedo L. Pomace: Exploring the Recovery of Bioactive Phenolic Compounds From Distillation by-Products. Antioxidants. https://doi.org/10.3390/antiox14030278
Malikahasri, K. (2023). Impact of Social Media Marketing on Gen Z Males’ Purchase Intention of Facial Wash Product. Journal Integration of Management Studies. https://doi.org/10.58229/jims.v1i2.119
Mansyuri, M. I., Iskandar, R., Mutmainnah, M., & Ramadhan, M. S. (2024). Trust, Product Quality, and Consumer Loyalty of Scarlett Whitening Skincare. Social Science Studies. https://doi.org/10.47153/sss37.8572023
McDonald, R. E., Laverie, D. A., & Manis, K. T. (2020). The Interplay Between Advertising and Society: An Historical Analysis. Journal of Macromarketing. https://doi.org/10.1177/0276146720964324
Meganingsih, F., Wisesa, A., & Fachira, I. (2024). Enhancing Nogi Livin’s Brand Awareness: A Customer Decision Journey Perspective Through Social Media. International Journal of Current Science Research and Review. https://doi.org/10.47191/ijcsrr/v7-i6-38
Meiselman, H. L., Kuesten, C., & Bi, J. (2021). The Use of Demographics and Psychographics to Study Product Effects With Nutrient Supplements: Exploratory Multi-Country Data. Foods. https://doi.org/10.3390/foods10081918
Minocha, S. (2023). From Attitude to Action: Exploring the Pathway to Purchase in Organic Skincare Products. J Skin Health Cosmet. https://doi.org/10.59462/jshc.1.1.101
Nadri, K., Sajedi, H., Sayahi, A., & Shahmoradi, L. (2020). Designing a Mobile-Based Self-Care Application for Patients With Cutaneous Leishmaniasis: An Effective Step in Patients’ Self-Care and Participation. Frontiers in Health Informatics. https://doi.org/10.30699/fhi.v9i1.210
Ong, T. S., Chu, C. C., Tan, C. P., & Nyam, K. L. (2020). Preparation and Evaluation Pumpkin Seed Oil-Based Vitamin E Cream Formulations for Topical Application. Journal of Oleo Science. https://doi.org/10.5650/jos.ess19250
P. Castillo, P. C. (2023). Factors Influencing Men’s Intention to Purchase Skincare Products and Services in the Philippines. International Journal of Research Publications. https://doi.org/10.47119/ijrp1001331920235489
Prayogi, D. Z., & Sugiat, M. (2024). The Influence of Social Media Marketing Activities on Brand Equity and Customer Response on Laidlunos. International Journal of Current Science Research and Review. https://doi.org/10.47191/ijcsrr/v7-i8-66
Priyadharshini, K. (2025). Gen Z Perspectives on Indian Beauty and Personal Care Websites: A Behavioural Reasoning Theory Approach. Abhigyan. https://doi.org/10.1177/09702385241308007
Quach, X., & Lee, S. H. (2021). Profiling Gifters via a Psychographic Segmentation Analysis: Insights for Retailers. International Journal of Retail & Distribution Management. https://doi.org/10.1108/ijrdm-10-2020-0420
Reinders, M. J., Ì M. B., Guerrero, L., & Krystallis, A. (2016). Consumer Perceptions of Farmed Fish. British Food Journal, 118(10), 2581–2597. https://doi.org/10.1108/bfj-03-2016-0097
Ruslim, T. S., Kartika, Y., & Sari, W. R. (2022). Effect of Environmental Concern, Attitude, Subjective Norms, Perceived Behavioral Control and Availability on Purchase of Green Skincare Products With Intention to Purchase as a Mediation Variable. Jurnal Ilmiah Manajemen Dan Bisnis. https://doi.org/10.22441/jimb.v8i1.14499
Sabita, R., & Mardalis, A. (2023). Do Celebrity Endorsement, Halal Label, and Word of Mouth Affect Millennials to Purchase Skincare? Journal of Enterprise and Development. https://doi.org/10.20414/jed.v5i2.6968
Sahi, S. K., Dhameja, N., & Arora, A. P. (2012). Predictors of Preference for Financial Investment Products Using CART Analysis. Journal of Indian Business Research. https://doi.org/10.1108/17554191211206807
SajinÄiÄ, N., Gordobil, O., Simmons, A., & Sandak, A. (2021). An Exploratory Study of Consumers’ Knowledge and Attitudes About Lignin-Based Sunscreens and Bio-Based Skincare Products. Cosmetics. https://doi.org/10.3390/cosmetics8030078
SAKSHI, S., & Naval, L. (2022). A Behavioural Analysis to Explain the Intent While Buying Organically Made Skin Care Essentials in Young Working Professionals of Noida City. Cm. https://doi.org/10.18137/cardiometry.2022.23.179189
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase Intention on Indonesia Male’s Skin Care by Social Media Marketing Effect Towards Brand Image and Brand Trust. Management Science Letters. https://doi.org/10.5267/j.msl.2020.3.023
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. Sage Open. https://doi.org/10.1177/21582440211052547
Seal, D. B., & Bag, S. (2022). Constituents Affecting Brand Loyalty of Sustainable Beauty and Personal Care Products. Marketing and Management of Innovations. https://doi.org/10.21272/mmi.2022.3-06
Sudirja, A. R., Sidik, B. A., Handoko, R., & Alavi, A. (2023). Indonesian Consumers and the Green Marketing of Eco-Friendly Personal Care Products. Kajian Branding Indonesia. https://doi.org/10.21632/kbi.5.2.141-166
Tauhit, E. S., & Asmadi, F. (2024). The Effect of Social Media Marketing on Instagram Towards Purchase Intention of Skincare Products Among Youth in Klang Valley. Brazilian Journal of Development. https://doi.org/10.34117/bjdv10n4-027
Thundathil, M., Nazmi, A. R., Shahri, B., Emerson, N., Huber, T., & Müssig, J. (2024). Design With Sustainable Materials: Predicting Consumer Perception of Biobased Composites. https://doi.org/10.31219/osf.io/h79f4
Thundathil, M., Nazmi, A. R., Shahri, B., Emerson, N., Müssig, J., & Huber, T. (2023). Designing Sustainable Materials: The Role of Material Perception in Consumer Acceptance. https://doi.org/10.31219/osf.io/5hwr9
Tleis, M., Callieris, R., & Roma, R. (2017). Segmenting the Organic Food Market in Lebanon: An Application of K-Means Cluster Analysis. British Food Journal. https://doi.org/10.1108/bfj-08-2016-0354
Vyncke, P. (2002). Lifestyle segmentation: From attitudes, interests and opinions, to values, aesthetic styles, life visions and media preferences. European Journal of Communication, 17(4), 445–463. https://doi.org/10.1177/02673231020170040301
Wardana, M. A., Masliardi, A., Afifah, N., Sajili, M., & Kusnara, H. P. (2023). Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies. Jurnal Informatika Ekonomi Bisnis. https://doi.org/10.37034/infeb.v5i3.624
Yang, H., Du, H. S., & Shang, W. (2020). Understanding the Influence of Professional Status and Service Feedback on Patients’ Doctor Choice in Online Healthcare Markets. Internet Research. https://doi.org/10.1108/intr-10-2019-0429
Zheng, Z. (2023). Research on the Social Media Marketing Activities Based on Linear Statistics. https://doi.org/10.2991/978-94-6463-042-8_10
DOI: http://dx.doi.org/10.56444/mem.v41i1.6609
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Media Ekonomi dan Manajemen
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License