RELATIONSHIP BETWEEN PACKAGE REDESIGN AND PURCHASE INTENTION ON BENEFIT BROW PRODUCT

Abstract

In cosmetics, several makeup companies rely on packaging and advertising to draw in buyers. Unless a consumer has previously used a product, the packaging will be a significant part of their decision to purchase a product. Package redesign has become one of main factors of marketing that attract customers and leads to do purchase intention. The aim of this research was to examine relationship between package redesign and purchase intention towards Benefit Brow product. This research was conducted in Yogyakarta in the context purchase intention based on consumers’ perspective. The data were collected by using questionnaire based on Likert scale. The method of sample is using convenient sampling with 400 respondents that were chosen to represent overall users. The data were then analyzed by using Structural Equation Modeling analysis and moderated regression analysis with the helping of SPSS and AMOS. The result of this study found that there is a positive and significant influence on product quality variables on perceived quality, perceived value, brand image, price sensitivity and purchase intention on Benefit Brow