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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Cynthia Citra Dewi
Universitas Surabaya
Education

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PENGARUH PERCEPTION PACKAGING, UTILITARIAN BRAND BENEFITS SERTA HEDONIC BRAND BENEFITS TERHADAP BRAND SATISFICATION KOMESTIK MEREK ETUDE HOUSE Dewi, Cynthia Citra
CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya Vol 2, No 2 (2013): CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Publisher : University of Surabaya

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruhperception packaging, utilitarian brand benefits dan hedonic brand benefitsterhadap brand satisfaction kosmetik merek Etude House di Surabaya. Penelitiandilakukan pada 4 gerai Etude House di Surabaya yang meliputi : Etude HouseGrand City Mall, Etude House Lenmarc, Etude House Ciputra World dan EtudeHouse Tunjungan Plasa Surabaya. Hasil penelitian ini menunjukkan adanyapengaruh Perception Packaging terhadap Utilitarian Benefits, Utilitarian Benefitsterhadap Brand Satisfaction, Sensorial Pleasure terhadap Brand Satisfaction, sertaSexual Attractiveness terhadap Brand Satisfaction kosmetik merek Etude Housedi Surabaya. Sedangkan pengaruh Social Interaction Success terhadap BrandSatisfaction serta Relief from Self-Dissatisfaction terhadap Brand Satisfactiontidak terbukti.
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