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"Product packaging is not only used as a product container, but also used as a means of marketing by companies, particularly by those involved in consumer goods. Yogurt products are predicted to experience expansion in the Indonesian market. In this study, the authors analyzed the implementation of cognitive-based design in developing yogurt product packaging to increase consumers’ willingness to buy the product. This study was divided into two phases: initial research and primary research. Initial research pursued six levels of color scheme and font factors and then narrowed down the results into the two best options that would later be combined with the primary research that analysed the shape factors. Research methods used in the initial study were the Eye-Tracking method and the ‘Retrospective-Think-Aloud’ (RTA) method. Preliminary results showed that ‘Fineliner’ and ‘Bodoni’ font type along with ‘Analogue’ and ‘Tetradic’ color schemes are judged to be the best combination and thus, these results would be combined in the main study with the shape factor. Conjoint Analysis methods were used in the main study. The main results of the research study showed a preference from Indonesian consumers for yogurt product packaging with the ‘Fineline’ font type with its rounded shape and an ‘Analogue’ color scheme."

"Menjaga kebersihan dari ujung kaki hingga ujung kepala merupakan salah satu bentuk dari merawat diri. Tren ini menjadi semakin meningkat diiringi dengan mulai mewabahnya virus COVID-19 sejak tahun 2020 silam. Banyak perusahaan ikut bersaing untuk menunjukan kebolehan produk perawatan dirinya agar menjadi pilihan terbaik bagi para pelanggan. Salah satu caranya adalah dengan persepsi harga dan pengemasan produk yang sesuai. Dengan kedua aspek tersebut, perusahaan dapat memberi kepuasan bagi para pelanggan dan mendorong untuk melakukan perilaku pencarian informasi pra pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana persepsi harga dan pengemasan produk dapat mempengaruhi perilaku pencarian informasi pra pembelian yang dimediasi oleh kepuasan pelanggan. Variabel yang digunakan adalah price perception, product packaging, pre-purchase information search behavior, dan customer satisfaction. Desain penelitian yang digunakan adalah konklusif deskriptif dengan metode kuantitatif menggunakan self-administered questionnaire. Terdapat 217 responden yang merupakan mahasiswa di jabodetabek dan pernah membeli Personal Care Products (PCP) selama 6 bulan terakhir di toko swalayan yang berpartisipasi dalam penelitian. Data dianalisis menggunakan Structural Equation Modeling (SEM) dan diolah dengan software SPSS serta AMOS. Hasil penelitian menunjukan bahwa price perception tidak memiliki pengaruh terhadap pre-purchase information search behavior. Product packaging, dan customer satisfaction memiliki pengaruh terhadap pre-purchase information search behavior. Kemudian customer satisfaction memiliki peran mediasi antara price perception dengan pre-purchase information search behavior, dan memiliki peran mediasi antara product packaging dengan pre-purchase information search behavior.

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Maintaining cleanliness from toe to head is a form of self-care. This trend is increasingly accompanied by the outbreak of the COVID-19 virus in 2020. Many companies compete to show the ability of self-care products to be the best choice for customers. One way is to determine the price perception and product packaging. With these two aspects, companies can provide satisfaction for customers and encourage them to make pre-purchase information search behavior. This study aims to find out how pricing and product packaging can influence pre-purchase information search behavior mediated by customer satisfaction. The variables used are price perception, product packaging, pre-purchase information search behavior, and customer satisfaction. The research design used was conclusive descriptive with quantitative methods using a self-administered questionnaire. There were 217 respondents who were students in Jabodetabek and had purchased Personal Care Products (PCP) for the last 6 months at supermarkets who participated in the study. Data were analyzed using Structural Equation Modeling (SEM) and processed with SPSS and AMOS software. The results of the study show that price perception does not have an influence on pre-purchase information search behavior. Product packaging, and customer satisfaction have an influence on pre-purchase information search behavior. Then customer satisfaction has a mediating role between price perception and pre-purchase information search behavior, and has a mediating role between product packaging and pre-purchase information search behavior."

"Industri kosmetik terus mengalami perkembangan signifikan setiap tahunnya. Product packaging telah menjadi salah satu media pemasaran dari industri kosmetik di Indonesia. Fenomena ini akhirnya menimbulkan adanya pengaruh Brand Semiotics dan Brand Experience terhadap Product Packaging pada industri kosmetik di Indonesia. Data dikumpulkan dengan kuesioner yang disebar melalui sosial media dengan batasan umur minimal 16 tahun dan berdomisili di wilayah Indonesia. Penelitian ini mendapatkan 402 dengan 372 responden yang lolos pada tahap screening. Peneliti menggunakan Structural Equation Modelling (SEM) dengan aplikasi SPSS 29 dan Smart PLS 3 untuk menganalisis adanya pengaruh secara positif antar variable penelitian. Hasil penelitian menunjukkan bahwa brand semiotics memiliki pengaruh secara positif dan signifikan terhadap Sensory dan Affective Brand Experience. Sensory, Affective, dan Cognitive Brand Experience memiliki arah positif dan berpengaruh signifikan terhadap Brand Trust. Brand Trust memiliki arah positif dan signifikan terhadap purchase intention. Sedangkan, brand semiotics memiliki arah positif namun tidak memiliki pengaruh signifikan terhadap cognitive brand experience. Penelitian ini dapat digunakan oleh perusahaan industri kosmetik dalam pengambilan keputusan pada pembuatan kemasan pada produk mereka di wilayah Indonesia.

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The cosmetic industry continues to experience significant growth each year. Product packaging has become one of the marketing mediums for the cosmetic industry in Indonesia. This phenomenon has ultimately led to the influence of Brand Semiotics and Brand Experience on Product Packaging in the Indonesian cosmetic industry. Data was collected through questionnaires distributed via social media, with an age restriction of at least 16 years and domiciled in Indonesia. This study obtained 402 responses, with 372 respondents passing the screening stage. The researchers used Structural Equation Modelling (SEM) with SPSS 29 and Smart PLS 3 applications to analyze the positive influence among the research variables. The results showed that brand semiotics positively and significantly influenced Sensory and Affective Brand Experience. Sensory, Affective, and Cognitive Brand Experience positively and significantly influenced Brand Trust. Brand Trust had a positive and significant impact on purchase intention. Meanwhile, brand semiotics had a positive direction but did not significantly influence cognitive brand experience. This research can be used by cosmetic industry companies in making decisions regarding their product packaging in Indonesia."