The influence of lifestyle, online customer review and product packaging on Maybelline's customer purchase decision in Medan

Sylvia, Sylvia (2023) The influence of lifestyle, online customer review and product packaging on Maybelline's customer purchase decision in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Consumer behavior has changed significantly in the modern era due to advancements in technology. The cosmetics industry in Indonesia is experiencing the impact of this change. Maybelline as a well-known brand in the world has been impacted by changes in customer behavior. Therefore, this research uses Maybelline as the research object. The purpose of this research is to determine the influence of lifestyle, online customer reviews and product packaging on Maybelline customers' purchasing decisions. The sample used in the research was 100 respondents using a purposive sampling method. This research uses quantitative, descriptive and causal research methods. The data collection method used was a questionnaire. Data were analyzed using Multiple Linear Regression techniques and carrying out T-Test and F-Test using SPSS 25. The research results showed that lifestyle, consumer online reviews and product packaging had a significant partial and simultaneous influence on customer purchase decisions. Recommendations given to companies from the research results are to classify customer lifestyles, create marketing strategies according to lifestyle, train customer service, accept negative reviews, monitor online comments, identify problems quickly and respond to customers, prevent misuse of customer online comments and prevent escalating problems, providing solutions to feedback provided by customers, designing packaging to be smaller in size, designing packaging that can provide comfort in all conditions, creating packaging that can reduce product waste in the packaging while maintaining product safety. / Perilaku konsumen telah berubah secara signifikan di era modern karena kemajuan teknologi. Industri kosmetik di Indonesia merasakan dampak perubahan tersebut. Maybelline sebagai brand ternama di dunia turut terkena dampak perubahan perilaku pelanggan. Oleh karena itu, penelitian ini menggunakan Maybelline sebagai objek penelitiannya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh gaya hidup, ulasan online konsumen dan kemasan produk terhadap keputusan pembelian konsumen Maybelline. Sampel yang digunakan dalam penelitian sebanyak 100 responden dengan menggunakan metode purposive sampling. Penelitian ini menggunakan metode penelitian kuantitatif, deskriptif dan kausal. Metode pengumpulan data yang digunakan adalah kuesioner. Data dianalisis dengan teknik Regresi Linier Berganda dan melakukan T-Test dan F-Test dengan menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa gaya hidup, ulasan online konsumen dan kemasan produk mempunyai pengaruh secara parsial dan simultan yang signifikan terhadap keputusan pembelian konsumen. Rekomendasi yang diberikan kepada perusahaan dari hasil penelitian adalah mengklasifikasi gaya hidup pelanggan, menciptakan strategi sesuai dengan gaya hidup, melatih pelayanan pelanggan, menerima ulasan negative, memantau komentar online, mengidentifikasi masalah pelanggan, mencegah penyalahgunaan komentar pelanggan dan eskalasi masalah, memberikan solusi terhadap feedback, membuat kemasan ukuran yang kecil, merancang kemasan mudah dipakai dalam segala kondisi, membuat kemasan yang dapat mengurangi sisa produk dalam kemasan dengan tetap menjaga keamanan produk.

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