THE EFFECT OF LOCAL LIPSTICK’S PACKAGING ELEMENT TOWARDS CONSUMER PERCEPTION AND PURCHASING INTENTION: CASE STUDY OF EMINA INDONESIA

• Main Author: Laksmitasari (NIM 19014183), Dania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21559
• Institution: Institut Teknologi Bandung

Local cosmetic industry in Indonesia has been growing rapidly in the past few years. With the <br /> <br /> current information technology, beauty trends in all over the world easily spread throughout <br /> <br /> Indonesia. However, many cosmetic brands from big companies decided not to rebrand <br /> <br /> themselves with the current beauty trends, which resulted in many people turn to purchase <br /> <br /> international cosmetic brands. Based on the preliminary interview result, many potential <br /> <br /> consumers said that the local cosmetic brands were lacking in terms of packaging aspect such <br /> <br /> as color, image, design, and material. They did not have attractive packaging and have a low <br /> <br /> quality material which resulted in damaged product. One of the local cosmetic brands from big <br /> <br /> companies that create a unique brand concept with attractive packaging design was Emina. <br /> <br /> Emina is cosmetic brand with girly concept that has attractive packaging on each product that <br /> <br /> they launched. The aim of this study is to understand which local lipstick packaging elements <br /> <br /> that affect consumer perception and purchasing intention, where the result can be used by local <br /> <br /> cosmetic brands to create attractive packaging design as effective marketing tools. <br /> <br /> <br /> The variables used in this research were from combination of previous studies about role of <br /> <br /> packaging, consumer perception, purchasing intention, and also preliminary research by <br /> <br /> interviewing 20 people with age range of 15 years until 24 years. The independent variables are <br /> <br /> four packaging elements, which are colors, image, design, and material. The dependent <br /> <br /> variables are consumer perception and purchasing intention. The total sample in this study were <br /> <br /> 130 respondents which has several criteria such as female, live in Bandung, age 15 years until <br /> <br /> 24 years, and have already purchased Emina product. The online questionnaire was spread <br /> <br /> through social media such as Line to gather data. Data processed with descriptive analysis. <br /> <br /> <br /> In the study, four packaging elements were tested to see whether they have an effect to <br /> <br /> consumer perception and purchasing intention. From the result, it was found that colors, image, <br /> <br /> design and material of local lipstick packaging does affect consumer’s purchasing process. This <br /> <br /> result indicates that lipstick product that has trendy colors, appealing images or illustrations, <br /> <br /> attractive design, and high quality material can attract consumer’s interest and affect the <br /> <br /> purchasing process. In this study, it is also found that consumer’s perception itself can <br /> <br /> influence their preferences in choosing local lipstick product, and consumer’s perception of <br /> <br /> design on packaging has the highest score. Also, consumers are willing to find more <br /> <br /> information regarding lipstick product because of it packaging. This means that by creating <br /> <br /> creative packaging for local lipstick brand, it can influence the consumer’s purchasing intention <br /> <br /> in purchasing local lipstick product. <br />