Analisis pengaruh brand, store, processing technology, packaging, country of origin, product information, advertising terhadap consumption melalui purchase intention pada konsumen the body shop galaxy mall di surabaya= analysis of the influence of brand, store, processing technology, packaging, country of origin, product information, and advertising on consumption through purchase intention among customers of the body shop in Galaxy Mall Surabaya

Yordanita, Agnes (2023) Analisis pengaruh brand, store, processing technology, packaging, country of origin, product information, advertising terhadap consumption melalui purchase intention pada konsumen the body shop galaxy mall di surabaya= analysis of the influence of brand, store, processing technology, packaging, country of origin, product information, and advertising on consumption through purchase intention among customers of the body shop in Galaxy Mall Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri kecantikan di Indonesia terus mengalami perkembangan yang cukup signifikan dari tahun ke tahun. Banyak brand kecantikan asal lokal maupun luar negeri yang mulai memasukki pangsa pasar di Indonesia. Hal ini menyebabkan industri kecantikan yang berdiri di Indonesia ikut serta dalam sumbangsi limbah sampah terutama sampah plastik. Timbulan sampah di Indonesia terus meningkat hingga pada tahun 2020, terciptanya tren pentingnya menjaga sustainability environment. Dan hal ini juga turut dimanfaatkan bagi brand yang bergerak di bidang kecantikan untuk menggunakan tren tersebut sebagai strategi pemasaran. The Body Shop merupakan salah satu pelopor brand yang bergerak di bidang kecantikan yang banyak mengadakan program dan kampanye dalam aksinya menjaga sustainability environment. Penelitian ini dilakukan untuk mengetahui pengaruh Brand, Store, Processing Technology, Packaging, Country of Origin, Product Information, dan Advertising terhadap Consumption melalui Purchase Intention konsumen The Body Shop Galaxy Mall di Surabaya. Manfaat dari penilitian ini adalah untuk memberikan informasi dan pengetahuan serta dapat memperluas wawasan terutama dalam bidang ilmu manajemen mengenai pengaruh variabel-variabel yang telah disebutkan. Penelitian ini menggunakan metode kuantitatif dan diolah menggunakan Software AMOS 22.0. Sampel yang digunakan dalam penelitian ini adalah konsumen The Body Shop Galaxy Mall di Surabaya baik Wanita maupun pria yang berusia 18-60 Tahun, berdomisili di Surabaya, pernah setidaknya membeli sekali dan menggunakan produk The Body Shop dalam jangka waktu 6 bulan terakhir. Hasil penelitian ini menunjukkan bahwa Brand, Store, Processing Technology, Packaging, Country of Origin, Product Information, dan Advertising memiliki pengaruh signifikan terhadap Purchase Intention. Sedangkan Purchase Intention memiliki pengaruh signifikan terhadap Consumption./ The beauty industry in Indonesia has been experiencing significant growth from year to year. Many local and international beauty brands are entering the Indonesian market. This has led to the beauty industry in Indonesia contributing to the issue of waste, particularly plastic waste. The waste generation in Indonesia has been steadily increasing, leading to the emergence of a trend emphasizing the importance of maintaining environmental sustainability in 2020. This trend has also been utilized by beauty brands as a marketing strategy. The Body Shop is one of the pioneering brands in the beauty industry that has been actively involved in programs and campaigns to promote environmental sustainability. This research aims to investigate the impact of Brand, Store, Processing Technology, Packaging, Country of Origin, Product Information, and Advertising on Consumption through Purchase Intention among consumers of The Body Shop at Galaxy Mall in Surabaya. The benefits of this research are to provide information and knowledge, as well as expand insights, particularly in the field of management, regarding the influence of the mentioned variables. The research employs a quantitative method and is analyzed using AMOS 22.0 software. The sample for this research consists of consumers of The Body Shop at Galaxy Mall in Surabaya, both women and men aged 18-60 years, residing in Surabaya, who have purchased and used The Body Shop products at least once in the last six months. The results of this study indicate that Brand, Store, Processing Technology, Packaging, Country of Origin, Product Information, and Advertising significantly influence Purchase Intention. Meanwhile, Purchase Intention has a significant influence on Consumption.

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