The 5th International Conference on Management of Technology, Innovation, and Project, 2022 ANALYSIS OF FACTORS INFLUENCING SKIN CARE BRAND SELECTION WITHIN TWO-STAGE CHOICE PROCESS FRAMEWORK Adinda Aisya Zukhrufa Department of Technology Management, Institut Teknologi Sepuluh Nopember Surabaya 60111 Indonesia, E-mail: adindazr177@gmail.com Muhammad Ahsan Department of Technology Management, Institut Teknologi Sepuluh Nopember Surabaya 60111 Indonesia, E-mail: muh.ahsan@its.ac.id ABSTRACT Indonesian market for skin care products is undeniably competitive, pushing companies to have a better understanding of their consumer behaviours. According to research on two-stage choice process, different decision rules are used at consideration stage and choice stage. The primary goal of this study is to identify influencing factors at both consideration and choice stages, as well as the relationship between them. Primary data was collected through an online questionnaire using purposive sampling. Respondents were limited to women over the age of 15 who had purchased serum. The collected data was examined using Second-order Confirmatory Factor Analysis (CFA). This study confirmed that there are different set of factors influencing between two stages. Consideration stage is influenced by recommendation & review, advertisement, and quality & credibility of the brand; meanwhile choice stage is influenced by advertisement, price & promotion, and quality & credibility of the brand. Recommendation & review is the most influencing factor at consideration stage, whereas advertisement is the most influencing at choice stage. Study also found that there is high correlation between consideration and choice stage. For managerial contribution, this research gave insight to compose marketing strategy for skin care brand within two-stage choice process framework. Keywords: two-stage choice process, skin care brand, consumer behavior, factor analysis 1. INTRODUCTION Skin care is considered as unseparated part of a lifestyle of Indonesian women. In the time of economic slow-down, Indonesian women were still buying beauty products (Wibowo, 2021). Based on National Agency of Drug & Food Control (BPOM) data, there are 204,143 beauty products that registered. This numbers even pass food and beverages categories, enough to describe how much competition there is in the market. In high-saturated market, company success depends on the understanding of consumer behavior. Makarewicz (2013) stated that consumer behavior is starting point for company strategies. One point regarding consumer behavior is that people have a limited capability for brand recollection. Therefore, not all of the brands available will be considered, instead only a few will (Hauser & Wernerfelt, 1990). For example, from 30 shampoo brands available, only 4 brands that were considered. 329