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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Cynthia Citra Dewi
Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
Education

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PENGARUH PERCEPTION PACKAGING, UTILITARIAN BRAND BENEFITS SERTA HEDONIC BRAND BENEFITS TERHADAP BRAND SATISFACTION KOSMETIK MEREK ETUDE HOUSE DI SURABAYA Cynthia Citra Dewi
CALYPTRA Vol. 2 No. 2 (2014): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Publisher : Perpustakaan Universitas Surabaya

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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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