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/21560
• Institution: Institut Teknologi Bandung

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