BRAND ANALYSIS OF AMERICAN, SOUTH KOREA, AND LOCAL COSMETICS BRANDS IN INDONESIA

• Main Author: Permata Faida (19015024), Arrizka
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25819
• Institution: Institut Teknologi Bandung

The cosmetic industry has experienced successive significant strong growth over recent years. Those <br /> <br /> <br /> growth made increasingly intense competition and many of global companies expand rapidly towards <br /> <br /> <br /> developing countries. Indonesia is one of their targets known as highly attractive market for global firms to <br /> <br /> <br /> secure their position in the market. That challenged the Indonesian cosmetic industries with presence of <br /> <br /> <br /> global cosmetic brands. The cosmetic brands competition in Indonesia increasing. Indonesian cosmetics <br /> <br /> <br /> must compete with global brands that dominated the market because of their well-known brand reputation. <br /> <br /> <br /> Meanwhile, in cosmetic industry exist high degree of consumer loyalty. An important element to focus on <br /> <br /> <br /> is the formation of a strong brand value and the way to survive in the market that will drive customer <br /> <br /> <br /> preferences. <br /> <br /> <br /> This study is designed to conduct brand analysis on global brands (American and South Korea) in <br /> <br /> <br /> comparison to local brands in Indonesia taking into account the regional differences and Indonesian <br /> <br /> <br /> consumers’ attitudes towards global brands and local brands. It is also designed to examine how consumer <br /> <br /> <br /> attitude toward global product and country-of-origin affect general brand impression, brand specificassociation, <br /> <br /> <br /> and brand commitment. The methodology that will be used in this research is survey method <br /> <br /> <br /> by using questionnaire as equipment research to get the data. The questionnaire contains brand analysis <br /> <br /> <br /> variable that used in this study which is general brand impression (emotional value and perceived quality), <br /> <br /> <br /> brand specific-association (brand image and brand awareness), and brand commitment (brand loyalty and <br /> <br /> <br /> purchase intention). The other variable used to be measured is consumer attitude. <br /> <br /> <br /> The sample size for this research around 402 cosmetic consumers from Jakarta, Bekasi and Bandung. The <br /> <br /> <br /> data from questionnaire will be analyzed using Paired T-Test and MANOVA. The findings of this study <br /> <br /> <br /> shows that country-of-origin and consumer attitude significantly influences brand analysis variables. The <br /> <br /> <br /> significant differences of brands from different country-of-origin appears for each brand analysis variables. <br /> <br /> <br /> The implication of the study can be benefits to global or local brand of cosmetics that want to enter the <br /> <br /> <br /> market in Indonesia as it allow them to develop, create, and improve their marketing strategies.