Strategy of emina cosmetic product to increase purchase intention in Indonesia

Abstract

In these years, the growth of Indonesian local cosmetic company is getting higher. Many local cosmetics companies that triumphed in the Indonesian market outperformed cosmetic products from abroad. One brand of local cosmetic products that is able to prove its success is Emina. With a special target for young generation, Emina products are able to attract the attention of consumers to buy and try the product. The purpose of this study is to identify the determinants that make candidates customers of Emina cosmetic products want to buy and try it. The variables used in this research are brand image, perceived risk, and perceived quality, which will affect purchase intention. This research will use quantitative approach by using multiple regressions through SPSS 16 program. The sample of this research is 100 respondents residing in Surabaya with non-probability sampling technique. Sampling method used in this research is purposive sampling