Strategi Pemasaran Berbasis Design thinking untuk Adaptasi Perubahan Preferensi Konsumen dari Whitening ke Brightening
DOI:
https://doi.org/10.26905/jbm.v12i1.15023Keywords:
design thinking, empathy map, strategi inovasi, strategi produk, value proposition canvasAbstract
Pergeseran preferensi konsumen dari produk whitening ke brightening mencerminkan transformasi signifikan dalam tren kecantikan global, menekankan kecantikan alami dan kesehatan kulit. Penelitian ini bertujuan mengevaluasi dampak transformasi tersebut pada persepsi konsumen serta merancang strategi adaptasi berbasis pendekatan Design thinking untuk industri kosmetik. Pendekatan ini melibatkan tiga tahap utama: Empathize, Define, dan Ideate, menggunakan alat analisis seperti Empathy Map dan Value proposition canvas. Wawancara dengan enam responden mengungkap kebutuhan konsumen muda akan produk multifungsi dan ekspektasi hasil yang cepat, sedangkan konsumen tua menunjukkan loyalitas merek tetapi memerlukan informasi yang lebih konsisten. Hasil penelitian menunjukkan bahwa edukasi konsumen, reformulasi produk, konsistensi informasi, kolaborasi strategis, dan program loyalitas merupakan strategi utama untuk menjawab perubahan preferensi pasar. Strategi ini menawarkan kerangka kerja adaptif bagi industri kosmetik dalam menghadapi perubahan tren, memberikan panduan operasional bagi pelaku usaha untuk meningkatkan daya saing merek di pasar global.
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