A Study of The Lipstick Effect and Digital Marketing: Business Sustainability and Consumer Behavior in Purchasing Decisions in the Cosmetics Industry During the Covid-19 Pandemic and the Economic Crisis in Indonesia

This study analyzes the lipstick effect and digital marketing phenomena in business continuity and consumer behavior in cosmetic product purchasing decisions during the economic crisis in Indonesia. The problem encountered is that Covid-19 and the economic crisis have impacted financial difficulties and low purchasing power. Amidst the Covid-19 and economic crisis, the lipstick effect phenomenon emerged, namely consumer behavior that tends to buy products that are liked and can satisfy their emotions by shifting shopping to smaller products. The rapid digital marketing through various social media has impacted consumer behavior in cosmetic product purchasing decisions.