Design of purchase intention strategy in the makeover independent retail using kansei engineering

Abstract

Although it has been marketed through independent retailers (IR) in 25 cities, Makeover product sales through IR have not increased, and even tend to stagnate, due to competition between local and international brands. This study aims to design a strategy to improve product sales performance in IR using the Kansei Engineering method. Strategy design is carried out by analyzing factors that influence emotional appeal (Kansei) and creating new strategy attributes to improve the sales performance of Makeover cosmetic products in IR. The submission of these strategy attributes aims to touch the emotions (Kansei) of consumers so that they are interested in visiting and making purchases at IR Makeover. A total of 20 Kansei words were analyzed using the Factor Analysis and Principal Component Analysis (PCA) methods to obtain strategy attributes that need to be improved and created. The respondents of this study were 80 people from the millennial and Z generations with an age range of 15–39 years. The study results showed that strategy attributes that need to be improved to improve IR performance include information quality, testing experience, store experience, travel size, bundling series, and relevant influencers. Meanwhile, the attributes that need to be created include loyalty programs, resellers, payment method partnerships, exclusive product sales, and holding a recycling program campaign with the theme “Beauty in Change.”