Penerapan Studi Neuromarketing pada Desain Kemasan Produk Hijau dan Pengukuran Niat Beli Berdasarkan Profil Gender, Pendidikan, dan Frekuensi Membeli Produk

Metha Listia Chaerani; Hasrini Sari

doi:10.61221/jriem.v1i2.20

Penulis

Metha Listia Chaerani Fakultas Teknologi Industri, Jurusan Teknik Industri, ITB
Hasrini Sari Fakultas Teknologi Industri, Jurusan Teknik Industri, ITB

DOI:

https://doi.org/10.61221/jriem.v1i2.20

Kata Kunci:

neuromarketing, eco-label, atensi visual, gender, pendidikan, frekuensi membeli

Abstrak

Pertumbuhan yang signifikan pada sektor kecantikan dan perawatan kulit khususnya pada produk perawatan kulit alami disebabkan oleh tingginya tren dalam menerapkan hidup sehat dan menggunakan produk ramah lingkungan. Salah satu yang dilakukan adalah melakukan pemasaran melalui kemasan produk. Hal ini dikarenakan kemasan produk menjadi salah satu media komunikasi yang efektif antara konsumen dengan produknya. Pada penelitian ini, rancangan elemen desain kemasan produk perawatan kulit alami berupa eco-label diuji dengan eye-tracker. Heatmaps menunjukkan area kuning hingga merah muncul di hampir keseluruhan label informasi umum pada stimulus. Hasil ANOVA menunjukkan tidak terdapat perbedaan atensi visual ditinjau dari perbedaan gender dan tingkat, sedangkan perbedaan frekuensi beli produk hijau menunjukkan adanya perbedaan atensi visual pada produk perawatan kulit alami. Selain itu, niat beli produk hijau juga diukur berdasarkan profil gender, pendidikan, dan frekuensi membeli produk hijau. Hasil ANOVA menunjukkan hanya variabel tingkat pendidikan dan frekuensi membeli produk yang menunjukkan adanya perbedaan niat beli terhadap produk perawatan kulit alami.

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