Analisis Ekuitas Merek Terhadap Pembelian Kosmetik Body Lotion Scarlett

Abstract

Currently buying cosmetic products is no longer just to fulfill desires, but because cosmetic hand & body lotion is an important need that woman cannot even separate in carrying out their daily activities. In Indonesia, there are various brands and types of hand and body lotion cosmetics sold in the market. This causes high competition between the cosmetic industry with one another. High competition between the cosmetic industry makes cosmetic manufactures compete in creating cosmetics that have advantages and are practical in their use. As proof, during a pandemic, it requires people to spend more time at home, so the trend of caring for skin health and beauty is increasing. This study aims to analyze brand equity on the purchase of scarlett body lotion cosmetics. The research approach used in this research is quantitative research. The research design used in this study is associative research, this is because these variables are expected to have a relationship between one another. This research will be conducted around the City of Jakarta, where scarlett’s Hand and Body Lotion products are distributed. The population in this study were consumers who had used hand and body scarlett lotion, 100 respondents were selected. In this study we used a statistical test, namley a descriptive statistical test. From the result of the analysis of brand awarness, brand association and perceived quality, it can be conclued that the respondents gava a very good assesment of Scarlett’s body lotion.