PENGARUH PERCEPTION PACKAGING, UTILITARIAN BRAND BENEFITS SERTA HEDONIC BRAND BENEFITS TERHADAP BRAND SATISFACTION KOSMETIK MEREK ETUDE HOUSE DI SURABAYA

  • Cynthia Citra Dewi Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh perception packaging, utilitarian brand benefits dan hedonic brand benefits terhadap brand satisfaction kosmetik merek Etude House di Surabaya. Penelitian dilakukan pada 4 gerai Etude House di Surabaya yang meliputi : Etude House Grand City Mall, Etude House Lenmarc, Etude House Ciputra World dan Etude House Tunjungan Plasa Surabaya. Hasil penelitian ini menunjukkan adanya pengaruh Perception Packaging terhadap Utilitarian Benefits, Utilitarian Benefits terhadap Brand Satisfaction, Sensorial Pleasure terhadap Brand Satisfaction, serta Sexual Attractiveness terhadap Brand Satisfaction kosmetik merek Etude House di Surabaya. Sedangkan pengaruh Social Interaction Success terhadap Brand Satisfaction serta Relief from Self-Dissatisfaction terhadap Brand Satisfaction tidak terbukti.

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Published
2013-09-20
How to Cite
DEWI, Cynthia Citra. PENGARUH PERCEPTION PACKAGING, UTILITARIAN BRAND BENEFITS SERTA HEDONIC BRAND BENEFITS TERHADAP BRAND SATISFACTION KOSMETIK MEREK ETUDE HOUSE DI SURABAYA. CALYPTRA, [S.l.], v. 2, n. 2, p. Hal. 1 - 20, sep. 2013. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/645>. Date accessed: 23 apr. 2018.