Decoding Indonesian Consumers on Digital Platforms: The Expectations from Local Beauty Start-ups

Abstract

The growth of beauty industry in Indonesia, complemented by a digitally literate generation with established cultural identity, has given birth to local beauty start-ups that compete aggressively on social media and marketplace platforms. Yet, despite this expansion, there is a research gap in understanding how the Indonesian consumers interpret, evaluate, and response the digital brand communication of local beauty brands. The research purpose is to unravel preferences and expectation of Indonesian consumers towards local beauty start-up in digital platform. Data were collected using qualitative descriptive methods through in-depth interviews, literature searches and online observations to describe the meaning and behavior underlying consumer engagement. Research findings shows how millennials and gen z act in a select and critical manner that has been influenced by culture, religion, and media. Authenticity, transparency and halal certification are revealed as the key motivations for gaining trust and personalization by AI tools increases confidence in purchasing decision. Theoretically, this research adds to consumer behavior and digital marketing communication literature; practically, to informs local beauty start-ups in order to generate locally-relevant, technology-oriented marketing strategies that are also transparent.

Keywords: consumers behavior, digital marketing, marketing communication, digital platforms, social media, e-commerce, marketplaces, local brands, beauty start-ups.