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Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 27 No. 1 (2025) · pp. 93–120

DOI
10.22146/gamaijb.82554
ISSN
2338-7238, 1411-1128
Published
2025-01-02
Publisher
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries—Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets.

Keywords

Collaboration network of the authors

17 authors · 41 co-authorship links · 17 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Bandung Institute of Technology
  • Institut Teknologi Sepuluh Nopember
  • Universitas Airlangga
  • Binus University
  • Universitas Jenderal Achmad Yani
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Achmad Holil Noor AliInstitut Teknologi Sepuluh Nopember1
Hidjra HanifInstitut Teknologi Sepuluh Nopember1
Reny NadlifatinInstitut Teknologi Sepuluh Nopember1
Rizal Risnanda HutamaInstitut Teknologi Sepuluh Nopember1
Togar Mangihut SimatupangBandung Institute of Technology1
Evo Sampetua HariandjaBandung Institute of Technology1
Dwi LarsoBandung Institute of Technology1
Novika Candra AstutiBandung Institute of Technology1
Lukni Burhanuddin AhmadUniversitas Jenderal Achmad Yani1
Devi ArnitaBandung Institute of Technology1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, first harvested 28 Okt 2026, last seen 28 Okt 2026.
Original metadata (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision</dc:title>
	<dc:creator>Ferica, Michelle</dc:creator>
	<dc:creator>Belgiawan, Prawira Fajarindra</dc:creator>
	<dc:creator>Mayangsari, Lidia</dc:creator>
	<dc:creator>Windasari, Nila Armelia</dc:creator>
	<dc:creator>Laila, Nisful</dc:creator>
	<dc:creator>Persada, Satria Fadil</dc:creator>
	<dc:creator>Nasution, Reza Ashari</dc:creator>
	<dc:subject xml:lang="en-US">Marketing; Quantitative Methods</dc:subject>
	<dc:subject xml:lang="en-US">beauty product; choice-based conjoint; hybrid choice model; sheet mask; women consumers</dc:subject>
	<dc:subject xml:lang="en-US">C51, C52, C90, M31</dc:subject>
	<dc:description xml:lang="en-US">Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries—Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US">None</dc:contributor>
	<dc:date>2025-01-02</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/82554</dc:identifier>
	<dc:identifier>10.22146/gamaijb.82554</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 27, No 1 (2025): January - April; 93-120</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/82554/40855</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Gadjah Mada International Journal of Business</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>