Main Article Content
Abstract
The world’s cosmetic industry, including Indonesia, has experienced significant development in recent years in line with the increasing consumption of cosmetic products. Manufacturers of local cosmetic brands have to face fierce competition from non-local brands. Therefore, it is necessary to increase consumer brand preference. This study analyzes the increase in brand preference based on visual packaging design, product quality, and customer value on Wardah, as one of the most liked and popular local cosmetic brands in Indonesia. The sample consisted of 150 respondents who were taken using purposive sampling technique. The data analysis method used in this study is multiple linear regression analysis of latent variables with a confirmatory approach or Confirmatory Factor Analysis (CFA). The results of this study indicate that visual packaging design, product quality, and customer value significantly increase brand preference.
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References
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- Ayu, Y. S. P. 2009. Pengaruh perceived quality, perceived value, brand preference, consumer satisfaction, dan consumer loyalty pada repurchase intention. Jurnal Bisnis dan Manajemen, 9(1): 75–90.
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- Chiang, W. K., dan Z. Li. 2010. An analytic hierarchy process approach to assessing consumers’ distribution channel preference. International Journal of Retail & Distribution Management, 38(2):78–96.
- Chiu, K. K. S., R. J. Lin, M. K. Hsu, dan L. H. Huang. 2010. Power of branding on internet service providers. Journal of Computer Information Systems, 50(3): 112–120.
- Chomvilailuk, R., dan K. Butcher. 2010. Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3): 397–418.
- EU-Indonesia Business Network. 2019. Laporan EIBN Pada Sektor Kosmetik. Jakarta: EIBN.
- Ferdinand, A. 2014. Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Edisi 5. Semarang: Badan Penerbit Universitas Diponegoro.
- Francis, J. E. 2007. Internet retailing quality: one size does not fit at all. Managing Service Quality, 17 (3). 341-355.
- Garber, A. 1999. Measure lasting involvement in a product regardless of perceived risk. Marketing Researh and Applications, 97(12): 73-91.
- Ghani, U. dan Y. Kamal. 2010. The impact of in-store stimuli on the impulse purchase behaviorof consumers in Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 2(8): 155-162.
- Handriana, T., dan I. Yuningsih. 2016. Preferensi Konsumen Atas Merek Berbasis Pada Desain Kemasan. Forum Manajemen Indonesia, Palu.
- Hartono, J. 2004. Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-pengalaman. Yogyakarta: BPE.
- Hellier, P. K., G. M. Geursen, R. A. Carr, dan J. A. Rickard. 2003. Customer repurchase intention: a general structural equation model. European Journal of Marketing, 37(11): 1762-1800.
- Investor Daily. (2018). Kemenperin: Industri Kosmetik Nasional Tumbuh 20%., dari https://kemenperin.go.id/artikel/18957/industri-kosmetik-nasional-tumbuh-20%25/.(Diakses pada 10 Oktober 2021)
- Kotler, P.K., dan G. Amstrong. 2008. Prinsip-prinsip Pemasaran. Jilid 1. Edisi 12. Jakarta: Erlangga.
- Kotler, P. K., dan K. L. Keller. 2016. Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.
- Kurniawan, A., S. Suryoko, dan S. Listyorini. 2014. Pengaruh strategi co-branding, brand equity terhadap purchase intention melalui brand preference. Jurnal Administrasi Bisnis, 3(4): 38-44.
- Lakoro, R. 2002. Studi komunikasi visual pada makanan ringan. Jurnal ITS, 8(1): 1-15.
- Nilforushan, S. dan Haeri, F.A., 2015. The effect of packaging design on customers’ perception of food products’ quality, value, and brand preference (Case study: Pegah pasteurized cheese, in Isfahan city). WALIA Journal, 31(S3):127-32.
- Paramita, C., dan S. S. Nugroho. 2014. Pengaruh kualitas layanan dan kepuasan dan loyalitas konsumen pembelanjaan daring (keterlibatan produk sebagai pemoderasi. Jurnal Siasat Bisnis, 18 (1): 100-117.
- Ranjbarian. B., A. Sanayei, M. R. Kaboli, dan A. Hadadian. 2012 An analysis of brand image, perceived quality, customer satisfaction and repurchase intention in Irain department stores. International Journal of Business and Management, 7(6): 40-48.
- Roest, H., dan Pieters, R. (1997). The nomological net of perceived service quality. International Journal of Service Industry Management, 8(4): 27-35.
- Rundh, B. 2005. The multi-faceted dimension of packaging: Marketing logistic or marketing tool. British Food Journal, 107(9): 670–684.
- Singh, B. 2012. Impact of advertisement on the brand preference of acrated drinks. Asia Pasific Journal of Marketing & Management Rebiew, 2(2): 113-123.
- Storbacka, K., T. Strandvik, dan C. Gronroos. 1994. Managing customers relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management 5(5): 21-38.
- Sugiyono. 2008. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung : Alfabeta.
- Sumarni, M. dan Wahyuni, S. 2006. Metodologi Penelitian dan Bisnis. Yogyakarta: Andi.
- Supranto, J. 2003. Metode Penelitian Hukum dan Statistika. Jakarta: Rineka Cipta.
- Tolba, A. H. 2011. The impact of distribution intensity on brand preference and brand loyalty. International Journal of Marketing Studies, 3(3): 56–66.
- Tranggono, R.I., dan Latifah. F. 2007. Buku Pegangan Ilmu Pengetahuan Kosmetik. Jakarta: Gramedia Pustaka Utama.
- Underwood, R. L. 2003. The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice1, 1(1): 62–76.
- Vazquez, D., M. Bruce dan R. Studd. 2003. A case study exploring the packaging design management process within a UK food retailer. British Food Journal, 105 (9): 602-617.
- Wang, E. S. T. 2013. The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail and Distribution Management, 41(10): 805–816.
References
Ardhani, M. 2008. Customer satisfaction pengaruhnya terhadap brand preference dan repurchase intention private brand. Jurnal Riset Ekonomi dan Bisnis, 8(2): 58–69
Ayu, Y. S. P. 2009. Pengaruh perceived quality, perceived value, brand preference, consumer satisfaction, dan consumer loyalty pada repurchase intention. Jurnal Bisnis dan Manajemen, 9(1): 75–90.
Badan Pusat Statistik. 2018. Pertumbuhan Ekonomi Indonesia Triwulan IV-2018. Berita Resmi Statistik (Vol. 02). Retrieved from https://www.bps.go.id/pressrelease/2019/02/06/1619/ekonomi-indonesia-2018-tumbuh-5-17-persen.html. (Diakses pada 10 Oktober 2021).
Chang, H.H. dan H. S. Wang. 2011. The moderating effect of customer perc.eived value on online shopping behavior. Online Information Review. 35 (3). 333-359.
Chiang, W. K., dan Z. Li. 2010. An analytic hierarchy process approach to assessing consumers’ distribution channel preference. International Journal of Retail & Distribution Management, 38(2):78–96.
Chiu, K. K. S., R. J. Lin, M. K. Hsu, dan L. H. Huang. 2010. Power of branding on internet service providers. Journal of Computer Information Systems, 50(3): 112–120.
Chomvilailuk, R., dan K. Butcher. 2010. Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3): 397–418.
EU-Indonesia Business Network. 2019. Laporan EIBN Pada Sektor Kosmetik. Jakarta: EIBN.
Ferdinand, A. 2014. Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Edisi 5. Semarang: Badan Penerbit Universitas Diponegoro.
Francis, J. E. 2007. Internet retailing quality: one size does not fit at all. Managing Service Quality, 17 (3). 341-355.
Garber, A. 1999. Measure lasting involvement in a product regardless of perceived risk. Marketing Researh and Applications, 97(12): 73-91.
Ghani, U. dan Y. Kamal. 2010. The impact of in-store stimuli on the impulse purchase behaviorof consumers in Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 2(8): 155-162.
Handriana, T., dan I. Yuningsih. 2016. Preferensi Konsumen Atas Merek Berbasis Pada Desain Kemasan. Forum Manajemen Indonesia, Palu.
Hartono, J. 2004. Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-pengalaman. Yogyakarta: BPE.
Hellier, P. K., G. M. Geursen, R. A. Carr, dan J. A. Rickard. 2003. Customer repurchase intention: a general structural equation model. European Journal of Marketing, 37(11): 1762-1800.
Investor Daily. (2018). Kemenperin: Industri Kosmetik Nasional Tumbuh 20%., dari https://kemenperin.go.id/artikel/18957/industri-kosmetik-nasional-tumbuh-20%25/.(Diakses pada 10 Oktober 2021)
Kotler, P.K., dan G. Amstrong. 2008. Prinsip-prinsip Pemasaran. Jilid 1. Edisi 12. Jakarta: Erlangga.
Kotler, P. K., dan K. L. Keller. 2016. Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.
Kurniawan, A., S. Suryoko, dan S. Listyorini. 2014. Pengaruh strategi co-branding, brand equity terhadap purchase intention melalui brand preference. Jurnal Administrasi Bisnis, 3(4): 38-44.
Lakoro, R. 2002. Studi komunikasi visual pada makanan ringan. Jurnal ITS, 8(1): 1-15.
Nilforushan, S. dan Haeri, F.A., 2015. The effect of packaging design on customers’ perception of food products’ quality, value, and brand preference (Case study: Pegah pasteurized cheese, in Isfahan city). WALIA Journal, 31(S3):127-32.
Paramita, C., dan S. S. Nugroho. 2014. Pengaruh kualitas layanan dan kepuasan dan loyalitas konsumen pembelanjaan daring (keterlibatan produk sebagai pemoderasi. Jurnal Siasat Bisnis, 18 (1): 100-117.
Ranjbarian. B., A. Sanayei, M. R. Kaboli, dan A. Hadadian. 2012 An analysis of brand image, perceived quality, customer satisfaction and repurchase intention in Irain department stores. International Journal of Business and Management, 7(6): 40-48.
Roest, H., dan Pieters, R. (1997). The nomological net of perceived service quality. International Journal of Service Industry Management, 8(4): 27-35.
Rundh, B. 2005. The multi-faceted dimension of packaging: Marketing logistic or marketing tool. British Food Journal, 107(9): 670–684.
Singh, B. 2012. Impact of advertisement on the brand preference of acrated drinks. Asia Pasific Journal of Marketing & Management Rebiew, 2(2): 113-123.
Storbacka, K., T. Strandvik, dan C. Gronroos. 1994. Managing customers relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management 5(5): 21-38.
Sugiyono. 2008. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung : Alfabeta.
Sumarni, M. dan Wahyuni, S. 2006. Metodologi Penelitian dan Bisnis. Yogyakarta: Andi.
Supranto, J. 2003. Metode Penelitian Hukum dan Statistika. Jakarta: Rineka Cipta.
Tolba, A. H. 2011. The impact of distribution intensity on brand preference and brand loyalty. International Journal of Marketing Studies, 3(3): 56–66.
Tranggono, R.I., dan Latifah. F. 2007. Buku Pegangan Ilmu Pengetahuan Kosmetik. Jakarta: Gramedia Pustaka Utama.
Underwood, R. L. 2003. The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice1, 1(1): 62–76.
Vazquez, D., M. Bruce dan R. Studd. 2003. A case study exploring the packaging design management process within a UK food retailer. British Food Journal, 105 (9): 602-617.
Wang, E. S. T. 2013. The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail and Distribution Management, 41(10): 805–816.