THE INFLUENCE OF NATURAL COSMETICS AND PRODUCT PACKAGING DESIGN ON FEMALE CONSUMER PURCHASING INTENTION IN MANADO (STUDY CASE: THE BODY SHOP)

Valerin Ariella Moningka, Sifrid S. Pangemanan, Fitty Valdi Arie

Abstract


Abstract: The purpose of this paper is to evaluate the influence of Natural Cosmetics and Product Packaging Design on Female Consumer Purchasing Intention in Manado (Study Case: The Body Shop). Natural cosmetics has grown remarkably as consumers and marketers react to popular media with regard to a healthy lifestyle, namely by selling natural products or green cosmetic products and product packaging of a product plays important role to attract consumer purchase intention. The data was collected through an online survey questionnaire using purposive sampling technique of 100 female consumers The Body Shop store in Manado and analysis technique used is Multiple Linear Regression Analysis by using SPSS software. The research finds out there is significant influence between Natural Cosmetics and Product Packaging Design on Female Consumer Purchasing Intention in Manado. The findings may be useful to marketers to recognize and better understand the natural cosmetic industry.

 

Keywords:             Natural Cosmetics, Product Packaging Design, Consumer Purchasing Intention


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DOI: https://doi.org/10.35794/emba.v8i4.30688

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