The Effect of Aesthetic Packaging, and Price on Consumer Buying Interest at Etude House Cosmetic Brand: Study on Generation Z in Medan

Faranisa Amalia, Onan Marakali Siregar

2022

Abstract

Cosmetics is a product that is a basic need for many women every day. The high consumer buying interest in cosmetics, especially in generation Z makes business competition in the cosmetic field very tight, business actors continue to make innovations so that the products they market can attract the attention of consumers, for example, Etude House products are very concerned with their aesthetic packaging with varied product prices to attract consumers. This study aims to analyze the influence of aesthetic packaging and price on consumer buying interest.. The form of research used for this research is quantitative with an associative approach. Sampling was done through the purposive sampling technique and used 100 respondents as samples. The results of the research conducted indicate that the aesthetic packaging variabel (X1) has no significant effect on consumer buying interest, (X2) has a significant effect on consumer buying interest. Variabel aesthetic packaging and price simultaneously affect consumer buying interest (Y). The coefficient of determination test shows the value of R equals 0,818 it is also known that aesthetic packaging and price contributes 66,3 on consumer buying interest while the remaining 33,7% is influenced by other variabels not included in this study.

Paper Citation

in Harvard Style

Amalia F. and Marakali Siregar O. (2022). The Effect of Aesthetic Packaging, and Price on Consumer Buying Interest at Etude House Cosmetic Brand: Study on Generation Z in Medan. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 215-218. DOI: 10.5220/0011564600003460

in Bibtex Style

@conference{icosop22,
author={Faranisa Amalia and Onan Marakali Siregar},
title={The Effect of Aesthetic Packaging, and Price on Consumer Buying Interest at Etude House Cosmetic Brand: Study on Generation Z in Medan},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={215-218},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011564600003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - The Effect of Aesthetic Packaging, and Price on Consumer Buying Interest at Etude House Cosmetic Brand: Study on Generation Z in Medan
SN - 978-989-758-618-7
AU - Amalia F.
AU - Marakali Siregar O.
PY - 2022
SP - 215
EP - 218
DO - 10.5220/0011564600003460
PB - SciTePress