INFLUENTIAL COSMETIC PACKAGING ATTRIBUTES TOWARD GENERATION Z CUSTOMER PURCHASE INTENTION IN JABODETABEK AND BANDUNG AREA

• Main Author: Sara Hasibuan, Maurel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75614
• Institution: Institut Teknologi Bandung

The global beauty and personal care industry is experiencing rapid growth, with Indonesia's skincare market expected to be the fastest-growing in the Asia-Pacific region. The rise in skincare sales in Indonesia is driven by factors such as population growth, health awareness, and increasing disposable income, mainly contributed by the middle-class population. This phenomenon then leads to emerging skincare brands, both foreign and local, making it highly saturated and requiring brands to differentiate themselves through innovation and product packaging to succeed in the market, increasing companies’ investment in packaging. Generational preferences also play a significant role in packaging design, with Generation Z showing a preference for simple and sustainable packaging. Understanding these preferences accordingly can help brands engage their target audience and drive purchasing decisions, with visual elements being particularly important in the cosmetic industry. This study aims to identify the cosmetic packaging attributes that can significantly engage customer purchase intention and recommend a combination of attributes to attract Generation Z in the cosmetic industry. Visual attributes such as packaging material, types of closure, shape, color tone, and graphics are identified as significant in impacting customer purchase intention. In order to collect and assess the data on packaging attributes on customer purchase intention, a quantitative approach is used in the form of questionnaire, distributed to Generation Z residing in Jabodetabek and Bandung. The results are analyzed using regression analysis and conjoint analysis to assess the variables individually and simultaneously. Based on the regression analysis, 3 out of 5 independent variables tested positively significant; color tone (0.154;0.015), packaging shape (0.147;0.010), and packaging material (0.102;0.015). Meanwhile, the conjoint analysis showed that the most important variable is packaging material (48.408%), followed by packaging shape (24.113%), packaging closure (14.092%), and color tone (13.387%). It is shown that the most preferred profile combination was packaging with glass material, dispensary closure, bottle shape, and tertiary color. Although both methods results provide different results, the conjoint analysis provides more relevant results as it depicts a more realistic situation of options in real life. The findings can be utilized to determine which packaging attributes need to be focused on during the packaging design process.