Hubungan antara daya tarik kemasan Etude House dengan keputusan pembelian remaja puteri di Lasalle College International = Relations between the attactiveness of Etude House's packaging with buying decision of teenage girls ats Lasalle College International

Wicaksono, Sharon (2013) Hubungan antara daya tarik kemasan Etude House dengan keputusan pembelian remaja puteri di Lasalle College International = Relations between the attactiveness of Etude House's packaging with buying decision of teenage girls ats Lasalle College International. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Etude House merupakan salah satu perusahaan kosmetik yang popular di Asia dan merupakan perusahaan kecantikan sejak tahun 1966. Etude House berasal dari Korea Selatan dan telah membuka gerai pertama di Indonesia pada tahun 2000. Produk Etude House berkembang untuk merefleksikan empat konsep dasar, yaitu kualitas tinggi, harga yang terjangkau, desain yang indah, serta keberagaman warna. Untuk memenangkan persaingan serta membedakan produknya dengan produk pesaing lain yang setingkat, maka sebuah perusahaan harus memberikan nilai lebih pada produknya, salah satunya adalah pada kemasan produk. Teori dan konsep yang dipakai dalam penelitian ini adalah konsep kemasan, persepsi, dan model respon hierarki efek. Variabel bebas dalam penelitian ini adalah kemasan yang meliputi daya tarik visual dan daya tarik praktis. Variabel terikat dalam penelitian ini adalah keputusan pembelian konsumen. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dengan pendekatan explanatory research. Metode pengumpulan data yang digunakan adalah pengisian kuesioner oleh responden yang dipilih dengan teknik purposive sampling serta wawancara singkat dengan pihak sales dari Etude House. Sumber data primer didapatkan secara langsung berdasarkan jawaban kuesioner yang diisi oleh responden. Sumber data sekunder didapatkan dari perpustakaan dan internet. Hasil penelitian menunjukkan bahwa adanya hubungan antara kemasan produk Etude House dengan keputusan pembelian konsumen. / Etude House is one of very many cosmetics company that is well-known throughout Asia that operated thus 1966. Etude House which originated from South Korea has first make its appearance in Indonesia at year of 2000. Etude House products reflected a four basic concepts, that is High-Quality Product, Reachable Price, Fancy Packaging, and Colorful Youth Theme. To win the competition while distinguish the product to their competitors, so then a company has to make additional value, which in this case is the Product Packaging. Theory and Concepts that were being used in this research are Packaging concept, perception, and hierarchy of response model. Free Variable that being used in this research is the visual attraction from the packaging, and the practical attraction. Variable that are connected to this research is between the packaging and the buying decisions of costumers which in this case is Teenage Girls. Methods that were being used in this research is Quantitative research with an explanatory research approach. Data gathering methods were being used is Questionnaire by respondent that picked by purposive sampling technique. Also a brief interview from sales representatives of Etude House. The Primary data of the research is from the Questionnaire itself, and the brief interview. The secondary data that were being gathered is sourced from the library and the internet. So, the outcome of this research shows that there "is" a relation between Packaging of Etude House with Customer decision making.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wicaksono, SharonUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTarigan, Rose EmmariaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: attractiveness of packaging ; buying decision ; hierarchy of response model
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Meliza Faomasi Laoli
Date Deposited: 16 Oct 2018 07:49
Last Modified: 19 Dec 2019 03:21
URI: http://repository.uph.edu/id/eprint/1529

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