Pink Tax: As a Form of Gender Identity in International Products?

Knowledge about the existence of this Pink Tax is still very lacking in Indonesia. The weakens women's purchasing power by forcing them to spend more money on their daily needs, creates unfair gender-based pricing. This study aims analyze effect pricing, gender discrimination, gendered product marketing, price and willingness pay Tax. research method uses a primary data approach that distributed 263 people respondents, with SmartPLS tool. results conclude pricing only has an Tax, while do not have significant These indicate brands often take opportunity exaggerate goods are considered norm for consumption. It also stated discrimination manifested form but can be directed diversification.