The Effect of Aesthetic Packaging, and Price on Consumer Buying

Interest at Etude House Cosmetic Brand:

Study on Generation Z in Medan

Faranisa Amalia and Onan Marakali Siregar

Faculty of Social Science and Political Science, Universitas Sumatera Utara,

Medan, Sumatera Utara, 20222, Indonesia

Keywords: Aesthetic Packaging, Price, Consumer Buying Interest

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 (X

) has no

significant effect on consumer buying interest, (X

) 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.

1 INTRODUCTION

Having beautiful skin is the dream of every woman,

both for adut and teenager even though they have to

spend more money, to realize this dram whomen

usually do treatment in beauty clinics or at home by

using cosmetics, nowadays, cosmetics have many

functions and being a basic need everyday for many

people. In addition to make the appearece more

attractive, using cosmetics can also give the effect of

being more confident, the use of cosmetics today is

not only used as a tool to meet need, but can make

users clarify their identity socially in the eyes of the

wider community.

Using certain brands can also be used as a

differentiation for social strata due to the varios

prices. In the past, cosmetics were targeted at adult

women, but nie the company produces a lot of

cosmetics regardless of gender and age, this is in

accordance with a survey conducted by Nivea Men

indonesia in 2017 covered by tempo.co (2017), the

results show that 95% of Indonesian male

respondednts care about the appearance of their skin.

Having healthy and clean skin will increase self-

confidence in daily activities. Owing to men are

almost as interested as women in using cosmetics, this

certainly supports the cosmetic industries to develop

faster and produce goods quickly and on a large scale

at low prices. Consumers in Indonesia have a high

demand for cosmetics, causing many cosmetic brands

to circulate in the market, whether registered with

BPOM or not and are readily available online and

offline at varying prices. Research conducted by Zap

Clinic in collaboration with MarkPlus.Inc covered by

Sociolla (2020) found that 57.6% of Indonesian

women like beauty products from South Korea.

Another factor that causes Korean cosmetic brands to

dominate the Indonesian market is the influence of

Korean artists such as K-Pop, Drama, Film, Fashion

and others. They have attractive appearances for both

men and women, such as a slim body, clean skin,

healthy hair and many others. So because of this, it

makes the audience interested in trying the cosmetics

Amalia, F. and Siregar, O.

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

DOI: 10.5220/0011564600003460

In Proceedings of the 4th International Conference on Social and Political Development (ICOSOP 2022) - Human Security and Agile Government, pages 215-218

ISBN: 978-989-758-618-7; ISSN: 2975-8300

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

215

that Korean actors use to beautify themselves like

Koreans.

Generation Z is the generation born from 1995-to

2010. In 2022, Generation Z will be 12-27 years old.

According to Ranny (2018), Generation Z has

characteristics that are fond of technology, flexible,

brilliant, thinking critically, having high curiosity,

especially about new things, tolerant of cultural

differences, and global-minded. According to

Rakhmah (2021) covered by Puslitjakdikbud,

generation Z has a FOMO (Fear Of Missing Out)

character: the fear of being left behind and not

following a trend. This makes Generation Z always

want to try new things and have high curiosity, so

Generation Z tends to be extravagant. Even though

Gen Z has a wasteful nature and FOMO (fear of

missing out), Gen Z is not careless in choosing

cosmetic products; they will be careful to see and

understand every active ingredient contained in

cosmetic products and always prioritize the effects

that who will obtain after use of cosmetic products.

One of the Korean cosmetic products which quite

well known worldwide is Etude House. Etude House

is a cosmetic brand from South Korea that was

founded in 1985, and owned by Amore Pacific, which

is worldwide and easy to find in Indonesia and can be

purchased online or offline. Brand Etude House is

ranked 4th for the best types of Korean cosmetics in

2022, which is followed by seven other Korean

cosmetic brands based on Marie Claire's research in

2021. The Etude House brand is a cosmetic that pays

attention to packaging design full of aesthetics with

varied prices. Based on research conducted by

Haryanto and Aldelina (2018), it is stated that one

way of Etude House in attracting consumer buying

interest in Bekasi is by using attractive packaging

designs. Seeing this, researchers are interested in

conducting research using Etude House as the object

of the study. The title of this research is "The

Influence of Aesthetic Packaging and Price on

Consumer Purchase Interest in Cosmetic Brand Etude

House (Study on Generation Z in Medan City)

2 LITERATURE REVIEW

Aesthetic Packaging According to Kotler et al.,

(2012:370) to increase consumer satisfaction, a

marketer must choose the aesthetic and functional

components of packaging correctly, taking into

account aesthetics related to shape, size, text, color,

graphics, and packaging. Aethetic packaging plays an

essential role in merchandising and communication

and acts as a strategic driver in a competitive business

world (Kotler et al., 2017:206). According to Dhrup

et al. (2014) found several indicators on packaging,

namely: Material, Logo and Label, Color, Size,

Attractiveness of Packaging Design.

Price According to Simon and Martin (2019:5),

price is the number of monetary units buyers must

submit for one unit of product and a sacrifice that

customers must accept when obtaining a product. The

higher the price, the greater the sacrifice. According

to Kotler (Indrasari, 2019: 42) price indicators were

found, namely: Price affordability, Price suitability,

Price competitiveness, Compatibility.

Buying Interest According to Kotler et al. (2014:

193), buying interest arises after an alternative

evaluation process. Consumers will make a series of

choices regarding the product purchased based on

brand or interest. According to Ferdinand

(Purbohastuti and Ayuning, 2020), indicator of

buying interest are as follows: Transactional Interests,

Referral Interest, Preferential Interest, Explorative

Interests.

3 RESEARCH METHODS

This study uses associative method with quantitative

approach. The population for this research is

Generation Z in the city of Medan, who knows the

etude HoUSE product. The technique for determining

the number of samples is the purposive sampling

method with 100 respondents—designs in data

collection using google form and data processing

through SPPS. The measurement instrument in this

study uses a Likert scale to produce accurate

quantitative data. Furthermore, the research

instrument test was carried out, which included

normality, multicollinearity, heteroscedasticity, and

linearity tests to ascertain whether the instruments

made could be used as analytical tools in this study

margins will not be printed.

4 RESULT AND DISCUSSION

The effect of aesthetic packaging on buying interest

towards Etude House cosmetic brands on Z

generation in Medan

ICOSOP 2022 - International Conference on Social and Political Development 4

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Table 1: Partial Significance Test Results (t Test)

Source: Primary Data Processing Results (2022)

Based on the research results conducted by

researchers, the results obtained that the Aesthetic

Packaging that Etude House did not affect consumer

buying interest. The t-test proves this; the t-count

value is 1.701, where the t-count value is smaller than

the t-table, which is 1.984 (1.701 <1.984) with a

significance value smaller than 0.05 (0.000 <0.05)

and the regression coefficient is positive at 0.077.

This shows that the Aesthetic Packaging variable has

no significant effect on Consumer Buying Interest.

The researcher concludes that consumers buy etude

house products because the products have a good

combination of compositions, cosmetic products have

a long shelf life, or the layout is attractive.

The effect of price on buying interest towards

Etude House cosmetic brands on Z generation in

Medan In this study, explaining that price has a

significant effect on consumer buying interest, the

results of the t-test carried out show that the t-count

value is 9.244, which means it is greater than the t-

table value of 1.984 (9.244 > 1.984) and the positive

regression coefficient is 0.357. This shows that the

price variable significantly affects consumer buying

interest. Price has an essential role in promotion, a

seller should not sell a product at a meager cost and

vice versa. If the product is sold at a very low price,

it will undoubtedly cause fear in potential consumers

to buy because consumers have the perspective that if

the product is sold at low prices, have low quality and

vice versa. Cosmetic products are one of the types of

products that are purchased with full consideration;

therefore if the price offered is common, even though

the packaging shown is beautiful and has high

innovation, even though it will cause doubts to buy

for fear that the product can damage the skin or

contain harmful ingredients.

The effect of aesthetic packaging and price on

buying interest towards Etude House cosmetic

brands on Z generation in Medan.

Table 2: Simultan Result ( F - Test)

Source: Primary Data Processing Results (2022)

Based on the results of data processing in table

4.48, it can be seen that the F-count value obtained is

98.408, which means the F-count value is greater than

the F-table value, which is 98.408> 3.09 or based on

the sig value, which is 0.000 <0.05. These results

mean that the independent variables, namely

Aesthetic Packaging and Price (X2) have a

simultaneous (simultaneous) effect on the dependent

variable, namely Consumer Buying Interest (Y). This

means that the aesthetic packaging variable cannot

stand alone and must be accompanied by supporting

variables, if it is associated with the definition of

consumer buying interest, according to Kotler et al..

(2014: 193), buying interest arises after an alternative

evaluation process. Consumers will make a series of

choices regarding the product to be purchased based

on brand or interest if they only rely on attractive

packaging, ofcourse this is less efficient in attracting

consumer buying interest moreover, the products sold

are cosmetics and cannot be purchased arbitrarily,

ofcourse consumers will considering the purchase by

considering several things, one of which is price.

Price has an important role in promotion, a seller

should not sell a product at a very cheap price and

vice versa if the product is sold at a very reasonable

price, it will undoubtedly cause fear in potential

consumers to buy because consumers have the

perspective that if the product is sold at low prices

have low quality and vice versa. Cosmetic products

are one type of product that is purchased with full

consideration. Therefore, if the price offered is

common, even though the packaging shown is

beautiful and has high innovation, it will cause doubts

to buy for fear that the product can damage the skin

or contain harmful ingredients.

The coefficient of determination test shows that

there is a very close relationship between aesthetic

packaging and price, on consumer buying interest

with an R-value of 0.818 through the adjusted R

square value, it is known that the aesthetic packaging

variable and price contribute 66.3% to consumer

buying interest while 33, 7% influenced by other

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

Medan

217

5 CONCLUSION

The aesthetic packaging variable has no significant

effect on consumer buying interest in the Etude

House Cosmetic Brand which was carried out on

generation Z in the city of Medan.

The price variable has significant effect on

consumer buying interest in the Etude House

Cosmetic Brand which was carried out on generation

Z in the city of Medan.

Aesthetic packaging and price variable has

significant effect on consumer buying interest in the

Etude House Cosmetic Brand which was carried out

on generation Z in the city of Medan

6 SUGGESTIONS

 Etude House can carry out promotions such as

giving discounts, cashback, and bundle

packages to buyers to attract consumers'

buying interest. Not only that, Etude House

products can carry out more intensive

promotions such as using celebrity endorser

media and collaboration with Indonesian

beauty influencers through product reviews

using online media such as Youtube, Tiktok,

and Instagram.

 Based on the results, what found that the

innovation in packaging design carried out by

those who saw it succeeded in getting

appreciation from those who saw it, but

Aesthetic packaging had no significant effect

on consumer buying interest because

consumers tend to consider several things in

buying cosmetic products so that researchers

suggest etude house to be able to make a

product. referral code in the package so that

consumers can be interested in buying because

there is added value given to the box such as a

referral code, which can be used for relatives

of buyers, and buyers who have the referral

code also get cashback from the redeem results

of the referral code

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