PENGARUH PERCEIVED QUALITY, PRODUCT PACKAGING DESIGN DAN CONTENT MARKETING TERHADAP PURCHASE INTENTION PADA PRODUK SKINCALE

Marcella Rebecca Vania Kawatu, Agatha Liney Simamora, Aldo Hardi Sancoko

Abstract


This research aims to prove the effect of Perceived Quality, Product Packaging Design, and Content Marketing on Purchase Intention on SKINCALE products. This research is quantitative research with judgemental sampling technique. The sample of this study were 165 people who live in Indonesia, are over 15 years old, have an interest in skin care, know skincare products for scar concealers, and use Instagram. Data collection was done through Google form. The collected data were analyzed using multiple liner regression with IBM SPSS Statistic 26 software. The collected data were then tested using normality tests, outliers screening, validity and reliability tests. The results of this study indicate that the Perceived Quality and Content Marketing variables have a significant and positive effect on Purchase Intention, while the Product Packaging Design variable affects Purchase Intention positively but not significantly. This research is expected to be additional information for researchers with similar topics and SKINCALE business development.


Save to Mendeley


Full Text:

PDF

References


Akbar, A. R., Kalis, M. C. I., Afifah, N., Purmono, B. B., & Yakin, I. (2023). The Influence of Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on Online Purchase Intention. South Asian Research Journal of Business and Management, 5(1), 10–18. https://doi.org/10.36346/sarjbm.2023.v05i01.002

Al-Adamat, A., Al-Gasawneh, J., & Al-Adamat, O. (2020). The impact of moral intelligence on green purchase intention. Management Science Letters, 2063–2070. https://doi.org/10.5267/j.msl.2020.2.005

Apiraksattayakul, C., Papagiannidis, S., & Alamanos, E. (2017). Shopping via Instagram. International Journal of Online Marketing, 7(4), 1–20. https://doi.org/10.4018/IJOM.2017100101

Asif, M., Xuhui, W., Nasiri, A., dan Ayyub, S. (2017). Determinant Factors Influencing Organic Food Purchase Intention and the Moderating Role of Awareness: A Comparative Analysis. Food Quality and Preference, 63, 144-150.

Asnawati, A., Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/j.ijdns.2021.10.001

Bradu, C., Orquin, J. L., & Thøgersen, J. (2014). The Mediated Influence of a Traceability Label on Consumer’s Willingness to Buy the Labelled Product. Journal of Business Ethics, 124(2), 283–295. https://doi.org/10.1007/s10551-013-1872-2

Budiardjo, H. (2016). The Impact of Packaging Design to Purchase Behavior through Brand Trust. International Journal of Business and Management Invention, 5(1), 82–89.

de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003

Engels, S. V., Hansmann, R., & Scholz, R. W. (2010). Toward a Sustainability Label for Food Products: An Analysis of Experts’ and Consumers’ Acceptance. Ecology of Food and Nutrition, 49(1), 30–60.https://doi.org/10.1080/03670240903433154

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro.

Hasibuan, L. (2022, November 4). Industri Kecantikan Tahan Krisis, Laris Manis Meski Pandemi. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20221104104902-33-385138/industri-kecantikan-tahan-krisis-laris-manis-meski-pandemi

Kesumahati, E., & Jecki. (2022). Purchase Intention of Batam People Against Foreign Sellers in the Marketplace. Business and Entrepreneurial Review, 22(2), 251–272. https://doi.org/10.25105/ber.v22i2.14544

Khan, N., Sarwar, A., & Tan, B. C. (2020). Determinants of purchase intention of halal cosmetic products among generation Y consumers, Journal of Islamic Marketing, 43(4), 918-941.

Lancelot Miltgen, C., Pantin Sohier, G., & Grohmann, B. (2016). Communicating Sensory Attributes and Innovation Through Food Product Labeling. Journal of Food Products Marketing, 22(2), 219–239. https://doi.org/10.1080/10454446.2014.1000435

Mettan, S. V., & Sancoko, A. H. (2021). Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya. Jurnal Keuangan Dan Bisnis, 19(2). https://doi.org/10.32524/jkb.v19i2.296

Nugraha, A. S., Suharjo, B., & Sahara, S. (2015). EFEKTIVITAS PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN TOKO RITEL PRODUK SUSU CAIR PT. FRISIAN FLAG INDONESIA. Jurnal Aplikasi Bisnis Dan Manajemen, 1(2). https://doi.org/10.17358/JABM.1.2.88

Purwanto, Y., & Sahetapy, W. L. (2022). Pengaruh Content Marketing dan Influencer Endorser terhadap Purchase Intention pada Brand Skincare Somethinc. AGORA, 10(1).

Rahayuningsih, & Prasetyo, I. (2020, June 17). Muda, Berani, dan Inovatif. Solopos.Com. https://kolom.solopos.com/muda-berani-dan-inovatif-1066479

Simamora, A., & Pratama Sulistyo, A. (2023). MEMBANGUN DIGITAL CUSTOMER EXPERIENCE PADA GENERASI MILENIAL. Ekonomi Dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, Dan Terapan Teori, 27(2), 133–147. https://doi.org/10.24123/jeb.v27i2.5924

Trad, N., & Dabbagh, M. A. Al. (2020). Use of Social Media as an Effective Marketing Tool for Fashion Startups in Saudi Arabia. Open Journal of Social Sciences, 08(11), 319–332. https://doi.org/10.4236/jss.2020.811029

Tulipa, D., Sulistyo, A. P., & Mellifan, T. (2023). Social Media Content And Hedonic Brand Image In Eco-Friendly Fashion Start-Up. Jurnal Manajemen, 27(2), 342–361. https://doi.org/10.24912/jm.v27i2.1286

Yulianti, Y., & Keni, K. (2022). Source Credibility, Perceived Quality, and Attitude Towards Brand as Predictor on Purchase Intention of Local Beauty Products. https://doi.org/10.2991/aebmr.k.220501.074




DOI: https://doi.org/10.33508/jes.v1i1.5626

Refbacks

  • There are currently no refbacks.