Analyzing the Differences in Consumer Satisfaction Between Millennials and Generation Z Regarding Local and Korean Beauty Products in East Java

Bellananda Charisma Adesyafira; Reiga Ritomiea Ariescy

doi:10.55927/eajmr.v4i6.201

Authors

Bellananda Charisma Adesyafira Universitas Pembangunan Nasional ‘Veteran’ Jawa Timur
Reiga Ritomiea Ariescy Universitas Pembangunan Nasional ‘Veteran’ Jawa Timur

DOI:

https://doi.org/10.55927/eajmr.v4i6.201

Keywords:

Consumer Satisfaction, Beauty Products, Millennial, Generation Z, Brand Image

Abstract

This study examines consumer satisfaction towards local and Korean beauty products among Millennial and Generation Z consumers in East Java. Findings show no significant difference in satisfaction levels between the two generations, with satisfaction influenced more by product quality, brand image, and personal experience than generational identity. Brand reputation and emotional connection play key roles in shaping consumer loyalty. The study also finds no interaction effect between generation and brand on satisfaction, suggesting marketing strategies should focus on product value rather than generational segmentation. Limitations include a narrow sample scope and the quantitative approach, inviting future research to explore broader generational groups and incorporate qualitative insights.

References

Abidin, Mohd., Kamis, R., Ismail, S., Mahphoth, Mohd., & Atan, M. (2021). Generation Y Women’s Cosmetic Decision: Insights from Brand Loyalty. https://doi.org/10.4108/eai.22-7-2020.2307920

Andaresta, L. (2024). Ini Perbedaan Tren Belanja Produk Kecantikan Gen Z & Milenial Sepanjang 2024-Hypeabis. https://hypeabis.id/read/38982/ini-perbedaan-tren-belanja-produk-kecantikan-gen-z-milenial-sepanjang-2024

Andriani, N. F., & Setiawan, A. H. (2020). Analisis Preferensi Konsumen Terhadap Penggunaan Produk Skincare Korea Selatan Dan Lokal. Diponegoro Journal of Economics, 9(4), https://ejournal3.undip.ac.id/index.php/jme/article/view/29050

Badgujar, M. U. (2025). The Impact of Brand Perception and Customer Satisfaction on Online Buying Behavior for Cosmetic Products: An Empirical Study of Female Consumers in Gujarat. 5(1).

Bella. (2024). Pabrik Kosmetik di Jawa Timur: Pusat Industri Kecantikan Indonesia Timur-Provinsi Jawa Timur. https://provinsijawatimur.com/pabrik-kosmetik-di-jawa-timur/?utm_

Cagala, M., & Babčanová, D. (2024). Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour. Administrative Sciences, 14(9). https://doi.org/10.3390/admsci14090224

Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/

Fahira, A., & Moh. Djemdjem Djamaludin. (2023). The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z. Journal of Consumer Sciences, 8(1), 27–44. https://doi.org/10.29244/jcs.8.1.27-44

Faktor Yang Mempengaruhi Kepuasan Pelanggan. (2024). Creator Media. https://creatormedia.my.id/faktor-faktor-yang-mempengaruhi-kepuasan-konsumen-menurut-para-ahli/#gsc.tab=0

Flaherty, K., Korir, M., & Chelangat, D. (2017). Do Customers All Respond The Same? Generational Differences on Customer Orientation and Satisfaction. Archives of Business Research, 5(8), 92–107.

Ghozali, I. (2018). Aplikasi Analisis Multivariate. Badan Penerbit Universitas Diponegoro

Hair, J. F. (2019). Multivariate Data Analysis. Cengage.

Hasbiah, S., & Hasdiansa, I. W. (2024). Peran Etnosentrisme Konsumen Muda Generasi Z Pada Merek Kecantikan Lokal. 2021, 285–294.

Izaak, W. C., Hariyana, N., Sholihah, D. R., & Ardyanfitri, H. (2023). the Analysis of Buying Intention of Generation Z Consumers. Jurnal Mebis (Manajemen Dan Bisnis), 8(1), 68–78. https://doi.org/10.33005/mebis.v8i1.424

Kesumahati, E., & Novianti, S. (2021). Analisis Pengaruh Brand Identity , Brand Image , Brand Interaction , dan Brand Personality Terhadap Customer Satisfaction dan Pengaruhnya Terhadap Repurchase Intention Pada Kosmetik Merek Lokal di Kota Batam. Conference on Business, Social Sciences and Technology, 1(1), 643–654.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

Leslie-Piper, N. S., & Senior, P. (2018). Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category. Journal of Applied Marketing Theory, 8(2), 65–85. https://doi.org/10.20429/jamt.2018.080204

Lidwina, A. (2021). Korean Wave Dorong Orang Indonesia Beli Produk Korea Selatan. https://databoks.katadata.co.id/media/statistik/25ae94210b37354/korean-wave-dorong-orang-indonesia-beli-produk-korea-selatan

Lima Brand Skincare Korea Terbaik dan Data Penjualannya di E-commerce. (2022). Compas. https://compas.co.id/article/brand-skincare-korea-terbaik/

Limanseto, H. (2024). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy - Kementerian Koordinator Bidang Perekonomian Republik Indonesia. https://www.ekon.go.id/publikasi/detail/5626/

Lu, F. (2022). Gen Y & Gen Z’s Perceived Service Quality and Customer Satisfaction in the Retail Banking Sector in Northeast China. December, 14–31. https://doi.org/10.14456/ajmi.2022.10

Management, M. I. N. (2018). An exploratory study of students’ expectations and perceptions of service quality in a South African higher education institution. February.

Maysitoh, M., Ifdil, I., & Ardi, Z. (2020). FoMO (Fear of Missing Out) Tendency in Millennials. Journal of Counseling, Education and Society, 1(1), 1. https://doi.org/10.29210/08jces44700

Moreno, F. M., Lafuente, J. G., Carreón, F. Á., & Moreno, S. M. (2017). The Characterization of the Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135. https://doi.org/10.5539/ijms.v9n5p135

Mutmainah. (2021). Pengaruh Korean Wave Terhadap Maraknya Produk Dan Tren Kosmetik Korea Selatan (K-Beauty) Di Indonesia Periode 2017-2020. (Skripsi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Syarif Hidayatullah: Jakarta). https://repository.uinjkt.ac.id/dspace/bitstream/123456789/58239/1/

Navarro-García, A., Ledesma-Chaves, P., Gil-Cordero, E., & De-Juan-Vigaray, M. D. (2024). Intangible resources, static and dynamic capabilities and perceived competitive advantage in exporting firms: A PLS-SEM/fsQCA approach. Technological Forecasting and Social Change, 198, 123001. https://doi.org/10.1016/j.techfore.2023.123001

Newswire. (2021). Kawasan industri sokong manufaktur di Jawa Timur. Bisnis.com. https://surabaya.bisnis.com/read/20210618/531/1407094/kawasan-industri-sokong-manufaktur-di-jawa-timur

Nurfitriana, R., Surachman, S., & Hussein, A. S. (2020). The influence of brand image and brand love on customer loyalty mediated by customer engagement: Study on consumers of Wardah cosmetics. Management and Economic Journal (MEC-J), 4(2), 105–116. https://doi.org/10.18860/mec-j.v4i2.6251

Pamplona, F. (2023). Post hoc testing ANOVA: Pelajari cara menganalisis kumpulan data. Mind The Graph Blog. https://mindthegraph.com/blog/id/pengujian-post-hoc-anova/

Ramesh, N., & Siranjeevi, M. S. (2017). The determinants of customer satisfaction towards cosmetic products. Indo-Iranian Journal of Scientific Research, 1(1), 189–203. http://www.iijsr.com

Riha, I., Maspiyah, Pritasari, O. K., & Dwiyanti, S. (2021). Analisis perbandingan minat konsumen remaja putri siswa SMK pariwisata terhadap produk kosmetik skincare antara produk lokal di Surabaya dan produk luar negeri (Korea). E-Jurnal, 10(3), 181–190.

Sekaran, U., & Bougie, R. J. (2017). Research methods for business (7th ed.). John Wiley & Sons.

Setyani, A. H., & Azhari, M. Z. (2021). Pengaruh Korean Wave dan ulasan online terhadap minat beli produk skin care Korea Selatan. Jurnal IKRA-ITH Ekonomika, 4(58), 67–74.

Soebiantoro, U., Aminah, S., & Amriel, E. E. Y. (2022). The effect of brand image and price perception on Asus laptop purchase decision. Proceedings of International Conference on Economics Business and Government Challenges, 5(1), 279–284. https://doi.org/10.33005/ic-ebgc.v1i1.31

Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.

Sutarno, R. A., & Purwanto, S. (2022). Perilaku konsumtif generasi Z terhadap keputusan pembelian produk SilverQueen di Kota Sidoarjo. J-MAS (Jurnal Manajemen dan Sains), 7(1), 309. https://doi.org/10.33087/jmas.v7i1.400

Sutiani, L. (2022). Inilah 5 brand skincare lokal paling digemari di e-commerce. Compas.co.id. https://compas.co.id/article/brand-skincare-lokal/

Syahfitri, K. D., Wibowo, R. P., & Rini, E. S. (2025). Consumer preference analysis in decision-making to use beauty clinic services (A case study on WPL Aesthetic Clinic customers in Medan). Jurnal XYZ, 4(1), 37–52.

Syarifudin, M. (2019). Hubungan antara persepsi person-job fit dan motivasi intrinsik dengan work engagement pada karyawan generasi millenial di PT. X [Skripsi, Universitas Muhammadiyah Surabaya]. http://repository.um-surabaya.ac.id/id/eprint/3721

Taylor, S., & DiPietro, R. B. (2018). Generational perception and satisfaction differences related to restaurant service environment. International Journal of Hospitality and Tourism Administration, 19(4), 374–396. https://doi.org/10.1080/15256480.2017.1348921

Tito, S., & Asriyal. (2019). Analisis perbedaan tindakan swafoto (selfie) dan kepuasan konsumen generasi X dan generasi Z pada restoran di Tangerang Selatan. Jurnal Liquidity, 8(2), 91–97.

Tjiptono, F. (2015). Strategi pemasaran. Andi Offset.

Twenge, J. M. (2017). iGen: Why today's super-connected kids are growing up less rebellious, more tolerant, less happy and completely unprepared for adulthood. Atria Books.

Waluyo, D. (2024). Kinclong industri kosmetik tanah air. Portal Informasi Indonesia. https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1ara, G. V., & Zimbardo, P. G. (2004). Personalizing politics: A congruency model of political preference. American Psychologist. https://doi.org/10.1037/0003-066X.59.7.581