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Skripsi, 003 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2020-12-22 10:42:28
Oleh : Annisa Amalia Rangkuty - 165264003 (annisa.amalia.mpem416@polban.ac.id)
Dibuat : 2020-12-22, dengan 4 file

Keyword : Packaging Color, Packaging Shape, Product Information, Price Fairness, Brand Image and Purchase Intention

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Deskripsi Alternatif :

Nowadays, global and national cosmetics industry is growing. This situation creates a competitive market among Cosmetics Company. As consequence, company must build a good strategy to produce a competitive advantage. Further, Moko Moko brand is a Cosmetics Company that using innovation strategy with changing packaging cosmetics into sachet in order to survive in competitive market. Nevertheless, company can get big value from innovation but sometimes consumers give less interest in responding. According, to Google trends popularity of Moko Moko sachet has decreased. For this reason, this study aimed to examine the influence of packaging color, shape, product information, price fairness and brand image on purchase intention. Importantly, measuring consumer purchase intention is necessary because it can minimize the failure of company in improving the new cosmetic packaging sachet. The quantitative approach method used to collect 410 respondents distributed through online questionnaire. The profile respondent is a woman aged 16 years until >35 years old. Then, PLS-SEM is used to analyze data by examining the measurement and structural model. As a result, the findings showed that the respondents had good perceptions to cosmetics in packaging sachet. Afterwards, packaging color, shape, product information, price fairness have direct effect on brand image. Conversantly, these variable have not direct effect to purchase intention except price fairness. Further, this study finds packaging color, shape, product information and price fairness have an indirect effect to purchase intention through brand image. Equally important, brand image has a high influence to purchase intention. As consequences, the company have to improve their packaging sachet, pricing and brand image strategy to form a good image and attract women's purchase intention. Keywords: Packaging Color, Packaging Shape, Product Information, Price Fairness, Brand Image and Purchase Intention.

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