ANALYSIS OF BRAND PREFERENCE FOR FOREIGN MAKE-UP BRANDS
By Sarah Mawla
16112016
BACHELOR’S DEGREE in
COMMUNICATION AND PUBLIC RELATIONS BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
August 2016
Revision after the Thesis Defense on 22nd July 2016
Sarah Mawla STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Sarah Mawla
____________________________________________
Student Date
Approved by:
Matthias Reese, MA
____________________________________________
Thesis Advisor Date
Eric Jos Nasution, MBA, MA, Ph.D
____________________________________________
Dean Date
FOREIGN MAKE-UP BRANDS
Sarah Mawla ABSTRACT
ANALYSIS OF BRAND PREFERENCE OF FOREIGN MAKE-UP BRANDS
By Sarah Mawla
Matthias Reese, MA, Advisor
SWISS GERMAN UNIVERSITY
Cosmetic product has been a staple need for women these days. With the makeup trend that mostly influenced by social media or any other publishing materials make young women lean towards foreign makeup brands. Foreign makeup brands have always been the favorable one since they have stronger brand image. However, these past year local makeup brands have been on a rise as the demand increase. This research is looking whether young women prefer foreign makeup brands as well as investigating the perception on local and foreign makeup brands and which factor influence their preference. From 150 questionnaire disseminated by researcher the result showed that most respondents prefer foreign makeup brands as they perceived them to be better than local makeup brands with prestige as the most influential factor of brand preference. This research could be meaningful for local brand to shift brand preference by enhancing several aspects such as prestige since it was found that factor makes young women leaning towards foreign makeup brands.
Keywords: brand preferences, cosmetics, perception, foreign,
Sarah Mawla
© Copyright 2016 by Sarah Mawla All rights reserved
FOREIGN MAKE-UP BRANDS
Sarah Mawla DEDICATION
I dedicate this work for my parents J
Sarah Mawla ACKNOWLEDGEMENTS
To Allah SWT, without your grace I might not be here today, to my Mom and Dad without you paying for my tuition I won’t be here either. To the rest of my family, thank you for my taking care of me while I was sick because of my thesis, and thanks for leaving me alone when I need to concentrate, except you Zuya, you always bothered and yet I still love you.
To my treasured advisor Mr. Matthias Reese MA, legend might have mentioned you as SPSS’s Sensei, well it’s my pleasure to confirm that legend. Thank you for your support and guidance and your knowledge without you I’m most probably lost.
To my friends, finally I got to understand what those people in high school musical sing about, we really were all in this together. From the high of being a freshman in university to the sleepless night of senior year.
Well and to my so called friends who crashed onto my place for three days in a row, three day before submission day, finally we crossed that imaginary finish line.
But wait, real life awaits us, and that’s when the real adventure begins. And as Hannah Montana said “Nobody’s Perfect” but here we are guys.
Tchus !
FOREIGN MAKE-UP BRANDS
Sarah Mawla TABLE OF CONTENTS
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
TABLE OF CONTENTS ... 7
LIST OF FIGURES ... 9
LIST OF TABLES ... 10
CHAPTER 1 - INTRODUCTION ... 11
1.1 Background ... 11
1.2 Research Problem ... 13
1.3 Research Objectives ... 14
1.4 Significance of Study ... 14
1.5 Research Question ... 14
1.6 Hypotheses...15
1.7 Limitation of Study ...15
1.8 Thesis Structure...16
CHAPTER 2 – LITERATURE REVIEW...17
2.1 Beauty Industry and trends in Indonesia ...17
2.2 Integrated Marketing Communication ...18
2.3 Brand...21
2.4 Local and Foreign Brand Perception...24
2.5 Brand Preference...29
2.6 Previous Studies...………...33
2.7 Research Model ...36
2.8 Theoretical Hypotheses ...37
CHAPTER 3 – RESEARCH METHODS ... 38
3.1 Research Process ... 38
3.2 Type of Approach ... 39
Sarah Mawla
3.3 Type of Study ...39
3.4 Research Method ...40
3.5 Unit of Observation and Analysis ...40
3.6 Populations and Sample ...41
3.7 Hypotheses ...43
3.8 Type of Data ...43
3.9 Data Collection Technique ...44
3.10 Question Design ...44
3.11 Data Analysis ...49
CHAPTER 4 – RESULTS AND DISCUSSIONS ... 51
4.1 Respondent profile ... 51
4.2 Realiability and Validity Test ... 54
4.3 Hypotheses Testing ...56
4.4 Discussions ...62
CHAPTER 5 – CONCLUSION AND RECCOMENDATIONS ... 64
5.1 Conclusion ... 64
5.2 Recommendations ... 65
REFERENCES ... 70
APPENDICES ...78
CURRICULUM VITAE ... 119
