JOURNAL OF

BUSINESS AND MANAGEMENT

Vol. 2, No.1, 2013: 78-94

ANALYSISOFGARNIERMENCONSUMERS'PERCEPTIONWITHIN"5STEPS
OFCONSUMERPURCHASEDECISIONPROCESSONMALE
UNDERGRADUATESTUDENTINBANDUNG

HandryMarthaYudhaandHerryHudrasyah
SchoolofBusinessManagement
InstitutTeknologiBandung,Indonesia
handry.martha@sbmitb.ac.id

AbstractGarnierMENfacialwashisoneofthefacialwashproductinIndonesialaunchedinApril2011.Until2012,
other facial wash products keep popping up to try to attract the consumers attention. Based on the Top Brand
awardconductedbyFrontierConsultingGroup,in2011and2012,GarnierMENhasnotsucceededtoatleastgetinto
the top 10 ranking for the facial wash category. The aim of this paper is to learn more about the Garnier MEN
consumers perception within 5 steps of Consumer Purchase Decision Process, to know whether the Emotional
Branding factors affect consumer purchase decision, and whats the most influential factors that influence their
purchasedecision.TheresultscanbeusedfortheGarnierMENproductdevelopmentandmarketingstrategytoget
moresuccessfulinthefuture.Thedataforthisresearchwerecollectedwithindepthinterviewfrom8respondents,
andquestionnairefrom204respondentsofGarnierMENconsumers.ResultsshowedthattheEmotionalBranding
factors(PromotionBrandAmbassadorPackaging)onlyaffectthepurchasedecisionintheamountof30.06%,
theremaining69.94%affectedbyotherfactors.Inconclusion,GarnierMENmustcreateamoreattractivepackaging
design to increase consumers attention, recommended for Garnier MEN to choose another public figure who has a
characteristicslikehasapositiveimage,representsthepersonalityofactivemen,andalsotheirachievement(s)can
inspire people to follow them to be the next Brand Ambassador, try to create a Creative Outdoor Billboard to
increasepeoplesawareness,createmoreuniqueandattractive,butstillelegantlyTVads,mustgainmorefollowersin
the official Garnier MENtwitter account,always improvethe quality ofthe product especiallyfor theGarnier MEN
TurboLightIntensiveBrighteningvariant.

KeyWords:GarnierMen,PurchaseDecisionProcess,EmotionalBranding,FacialWash,MarketingStrategy

Introduction

Atfirst,takingcareofthefaceisregardedasahabitthatisonlydonebythewomen.Themenwhoare
toomaintainthecleanlinessofthefaceisnotconsideredasmacho,masculine,andnotlessmanly.But,
nowadays, not only women who are concerned about the face healthiness, but also men began to
realizetheimportanceofmaintainingit.Lookingtothefact,basedontheresearchbyMaxus3DData
on2011,41%ofmenIndonesiawasstillusingfacewashforwomenproducts[13].

Looking to the fact, men must be know about if their have different skin texture than women, so it
requires a different treatment. According to Juliana Yu MDH, a cosmetologist and esthetician, men
havethickerskintextureandhavemorecollagenconcentration,oily,morerugged,moresweating,and
irritationcausedbyrepetitiveactivityshave.BasedontheNielsenResearch,theshareofbusinessfora

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facialcleansernowreachedaroundRp2trillion,whilethebusinessgrowthofabout16%peryear.For
anindustry,thegrowthisquitepromising.

In Indonesia, there is Garnier MEN facial wash, a business player in this facial wash category since
launchedinApril2011.ThefirstproductlaunchedwasGarnierMenTurboLightOilControl.GarnierMen
comes with a blend of natural materials and technology to produce Garnier Men TurboLight Oil
Controlproductvariantswhichhastheformulafreshandmildfortheskin.AshwinRajgopal,Consumer
ProductsDivisionGeneralManagerPT.L'OrealIndonesia,said"Withthemalepopulationof120million
people,Indonesiaisapotentialmarket.WehopethemeninIndonesiawillbemorediligentinkeeping
thehealthoftheirskin.

From April 2011 until October 2012, Garnier Men already launched 3 face wash variants, that is:
TurboLight Oil Control Purify & Brighten Charcoal Black Foam, TurboLight Intensive Brightening
Foam, and TurboLight Anti Blackheads Brightening Icy Scrub. [17]. For Indonesia region, Garnier
MEN choose Sigit Purnomo Said, or people know him as Pasha, and his band group Ungu as their
brand ambassador. The reasons for Garnier Men choosing them as a brand ambassador is because
Unguband,whohadbeennamedasthebestIndonesiabandgroup,consideredabletoinspirealotof
men in Indonesia through their creations. In addition to achievements in the music industry, Ungu
appointmentasbrandambassadorofGarnierMenisalsobasedonanassessmentofthecharacterofall
ofUngupersonnelreflectsmasculinityofIndonesianmale.Toreachtheirconsumersbroadly,Garnier
Men did not forget to use online marketing strategy on the internet. They have some social media
accounts, that are Facebook, Twitter, and Youtube. Their Facebook Fans Page account, Twitter
account,andYoutubeaccount.

Basedonallthefacts,aswellastheawarenessofmentotakecareoffacialcleanlinesswasincreasing,
thecompetitionforgrabthecustomerswastight.Facialwashformenthatexisttodayhaveanalmost
similar target market: Active men. Consumers have different perceptions when theyre on the
purchasedecisionprocess.ItmustbeknownforthedevelopmentofGarnierMenproductsinthefuture.
ThequalityofGarnierMenattributes(includingtheemotionalbrandingfactors)shouldcontinuetobe
evaluatedinordertocontinuetocompetewithotherproducts.Moreover,sinceitwasfirstlaunchedin
2011until2012Garnier,especiallyGarnierMen,isstillcannotcompetewithotherproductsinFacial
washcategoryespeciallyrelatedForMenproductsInotherfact,GarnierMenhavenotbeenableto
getintothetop10ranksinTopBrandawardindexandalsoSocialMediaAchievementaward(this
indicatesthattheresponsetowardstheirproductsonsocialmediaisstilllacking).

Toavoidthat,thisresearchwillprovideadataabouttheGarnierMENconsumersperceptionbasedon
thetheoryof5stepsofConsumerPurchaseDecisionProcess(AscheandWolfe,2001).Theresultof
thisresearchitselfmaybegivenastheconsiderationtoGarnierMEN,fortheirfutureimprovement.

TheoreticalFoundation
ConsumerBehavior
Consumerbehaviouristhestudyofwhen,why,how,andwherepeopledoordonotbuyaproduct.It
blendselementsfrompsychology,sociology,socialanthropologyandeconomics.Customerbehaviour
studyisbasedonconsumerbuyingbehaviour,withthecustomerplayingthethreedistinctrolesofuser,
payerandbuyer.Researchhasshownthatconsumerbehaviorisdifficulttopredict,evenforexpertsin
the field. Consumer behavior as those activities directly involved in obtaining, consuming, and
disposing of products and services, including the decision processes that precede and follow these
action. [4] Arjun Chaudhuri in his book, Emotion and reason in consumer behavior, said that
consumerbehavioristhestudyofhowandwhy peopleconsumeproducts andservices.Allbehavior

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can broadly be attributed to three classic influences the particular characteristics of individual, the
environmentsurroundstheindividual,andtheinheritedgeneticsthatconstitutethebiologicalmakeup
oftheindividual.[6]

InformationProcessing&ConsumerPerception
AccordingtoDelI.Hawkins,RogerJ.Best,KennethA.ConeyinConsumerBehaviorBuidingMarketing
Strategy 7th edition, Information processing is a series of activities by which stimuli are perceived,
transformed into information and stored (1998 : 290) The four major steps or stages of information
processingare:
Exposure : This step occurs when a stimulus comes within range of a persons sensory receptor
nervesvision,forexample.
Attention : The 2nd step occurs when the receptor nerves pass the sensations on to the brain for
processing. To gain and hold attention, marketers can use colour, movement, position, size,
conditionedresponse,novelty,humour,andparticipation[9].
Interpretation:Thisstepisassignmentofmeaningtothereceivedsensations.
Memory : Last but not least, The 4th step is the shortterm use of the meaning for immediate
decisionmakingorthelongertermretentionofthemeaning.

From the exposure until interpretation constitute the perception process. In the other theory,
SolomonM.Bamossysaidthattheperceptualprocessstartedwiththepresenceofthestimuli(sight,
sound, smell, taste, texture) which received by the sensory receptors (eyes, ears, nose, tongue, skin).
Afterthat,thestimuliwillbebuildanattentionontheconsumersmind,thentheconsumersmaketheir
interpretation about the stimuli which they had received before, from the interpretation they will
response,createameaning,andfinallytheperceptionfromtheinitialstimuliformed(Solomon,2006)

ConsumerPurchaseDecisionProcess
Purchasedecisionisalongandcomplexsystematicbehavioractsbyconsumers.Fivestepsdescribing
theconsumerpurchasedecisionbelowfollowedbyabriefdescription[3].Clearly,thebuyingprocess
startslongbeforetheactualpurchaseandcontinueslongafter.Marketersneedtofocusontheentire
buyingprocessratherthanonjustthepurchasedecision.[12]

In the first step, the consumer has some reason that they not satisfied (consumers perceived actual
condition)andwantstoimprovehisorhersituation.Perceivingadifference betweenaperson'sideal
and actual situations big enough to trigger a decision. In the second step, Information search, the
consumers collect information about the product. The information can be obtained from Internal
Research(pastexperience,Oftensufficientforfrequentlypurchasedproducts)and/orExternalResearch
(friends,familyrecommendations,advertising,companywebsites,andsalespeople).Forthethirdstep,
consumersevaluateabouttheproduct,whichincludedfeaturesorattributes,thattheyexpectedfrom
thesepurchaseactivity.Theinformationsearchclarifiestheproblemfortheconsumerby:a.Suggesting
criteria to use for the purchase, b. Yielding brand names that might meet the criteria., c. Developing
consumervalueperception.Inthefourthstep:Purchasedecisionshappenswhenconsumerspurchase
the product. This step is directly influenced by marketers. If the marketing campaign was effective,
consumerspurchasetheproduct.(AschandWolfe,2001)Inthefifthstep,afterconsumerhasmadethe
purchaseactionsurelytheyrefacedwithanpostevaluationoftheirpurchasedecision.Iftheproducts,
whichalreadybebought,indicatedhasaqualitybelowtheconsumersexpectation(unsatisfied)there
aretwopossibleactionwillperformbytheconsumers:consumerswillrestoretheproduct,ortheywill
retainitbuttheywillpossiblyhaveanegativeviewoftheproduct.Satisfactionordissatisfactionaffects
:Consumervalueperceptions,Consumercommunications,Repeatpurchasebehavior.

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EmotionalBranding
Meaning of "Emotional" here is how a brand can arouse feelings and emotions of consumers; how a
brand becomes alive for the people and formed a deep and longlasting relationship. Emotional
Brandingisavibrantmixofanthropology,imagination,sensoryperceptionexperience,andavisionary
approachtowardchange[11].

Theinfluenceofcolor
Color is one of the important factors in packaging design. It is also the most influential attributes.
Mostly, the consumers identify color of some product or its packaging at the first sight, before other
visualfeatures.Colorbecomesbrandorproductpersonalityandalsomakesadifferentiationwithinthe
competition in the market. Color triggers a very specific response in the central nervous system and
braincortex(CerebralCortex).Allaffectthecerebralcortex,thecolorcanturnthemind,memory,anda
certain perception, encourage an increase in consumers' ability to process information. (Gobe, 2005 :
83).FromGobestheoryabove,itcanbeconcludedthatacolorcanformaperceptioninsomeoneor
consumersmind.MarcGobealsodidageneralizationofexistingcolors,thatis:

No Color Meaning
1 RED Themoststimulating
colors,whichattractthe
eyemorequicklythan
othercolors.

2 YELLOW Thebrightestcolors,
easytoattractattention,
soitisoftenplacedon
theobjectthatneeds
moreattention(traffic
lights,yellowpages)

3 ORANGE Friendly,softpastel
colorsarethecolors.
4 DARKBLUE Tranquility
5 NAVYBLUE Dependence
6 GREY Professionalcolor,
seriousness,secrecy.
7 AQUA Canreducestress
8 REDVIOLET Stimulating

Colorhasseveralfunctions,suchas:Identityfunction,Cuefunction,Psychologicalfunctioning,Natural
function[15].

Packaging
Research has found that it is not enough information about the brand, consumers tend to touch the
productastheevaluationprocess.Itisassumed,thatthebuyercompensatethelackofinformationby
usingtheirsenseoftouchtogetmoreinformation.(Gobe,2005:97)Inotherword,butwiththesame
meaning,AlinaWheelerinherbook,DesigningBrandIdentity,saidthat:Packagesarebrandsthatyou
trustenoughtotakeintoyourhome.[19]Packagingcanrealizestrongenticement.KevinLaneKeller,
inhisbookthatisStrategicBrandManagement,explained:Theaveragesupermarketshoppercanbe

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exposedto20.000ormoreproductsinashoppingvisitthatmaylastlessthan30minutesandincluded
manyunplannedpurchases.Manyconsumersmayfirstencounteranewbrandonthesupermarketshelf
or in the store, cause few product differences exist in some categories, packaging innovations can
provideatleastatemporaryedgeoncompetition.(Keller,2008:169)

BrandAmbassador
BrandAmbassadorissomeonewhoatthemostbasiclevel,representsabrandinapositiveway.Brand
Ambasaddorshouldcanbetoexpressthecompanysmessagetoconsumerswhowouldgainsomething
fromlearningaboutthebrandbeingadvertised[10].Agoodbrandambassadorisgoingtobesomeone
that can do all these things and can build their audience that cares about the brand they represent.
Ideally, you will be able to track estimated sales from the groups you build as well.
businessblog.employeeambassador.com, 2011). The things that should be owned by a brand
ambassadorare:Havingemotionalclosenesswiththeintendedtargetmarket,havingapositiveimage,
canbeusedasarolemodelforthetargetmarket,andhavingapersonalitythatfitwiththecharacterof
theintendedtargetmarket[8].

Promotion
Promotionisthebusinessofcommunicatingwithcustomers.Itwillprovideinformationthatwillassist
them in making a decision to purchase a product or service [5]. Promotions goal is to help move
consumers through the buying process. To developing a promotional strategy, a company must
creating promotion messages and selecting a promotion media. No matter how big the budget,
advertising can succeed only if advertisements gain attention and communicate well. The promotion
componentofthemarketingismadeupofseveralotherparts.Abusinesscanchoosetouseallofthese
components or it could only use a few [2]. This research only focusing into one component that is
Advertising.

BrandLoyalty
Brandloyaltyisdefinedasthedegreetowhichacustomerholdsapositiveattitudetowardabrand,has
acommitmenttoit,andintendstocontinuepurchasingitinthefutureAssuch,brandloyaltyisdirectly
influencedbythecustomersatisfactiondissatisfactionwiththebrand[14].

Methodology

ProblemIdentification
In this step, researcher write about research question and also research objectives as a foundation to
shoreandmaintaintheresearchinordertoremaininaccordancewiththeoriginalpurpose.

ExplorativeResearchMethod
This method useful to prescribe the key elements/factors that become the customer considerations.
Lateron,theresultsofthismethodaregoingtobeusedasquestionnairevariables.Inthisexploratory
step,researcherused2typesofexplorativeresearch,thatis:

LiteratureStudy
Literaturestudyisabodyoftextthataimstoreviewthecriticalpointsofcurrentknowledgeincluding
substantive findings as well as theoretical and methodological contributions to a particular topic.
Literaturereviewsaresecondarysources,andassuch,donotreportanynewororiginalexperimental
work[7].

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Observvation(InDepthInterview w)
Indepth interview was conducted to know w about the cconsumers puurchase decision process towards
emotio onalbranding gfactors,whicharebrand dambassadoor,advertising g,packaging,,andcolor,in nGarnier
MENf acewashpro oduct.TheintterviewtookkplaceinBanndungwithpickaneightc consumersw withinage
rangeof1823,inte erviewedbyt theresearche er.Allofthequestionsasskedtotheco onsumersweereasked
around d the respondent backg ground, and the 5 stagges of consuumer decisio on process ((Problem
recogn nition, inform mation reseaarch, evaluation of crit eria, purchaase decision,, and postpurchase
evaluation.

Hypote eses
Fromi ndepthinterrviewandlite eraturestudytherewassoomehypothessesasanoutcome,whichwas:
H0:Promotion(X1),BrandA Ambassador(X2)andPacckaging(X3)didnotsigniificantlyinflu uencethe
PurrchaseDecisio on(Y).
H1:Promotion( (X1),BrandA
Ambassador( X2)andPackkaging(X3)giiveasignificaanteffecttow wardsthe
PurrchaseDecisio on(Y).

SurveyyDesign
QuestionnaireDesign

Accord ding to 5 Step of Consumer Purchase Decision P Process of Shopper Behaavior, there aare many
variablles of each Problem Re ecognition, Information Research, Evaluation o of Criteria, Purchase
Decisio on, and Postpurchase Evaluation. Those variaables are breeakdown in some question. This
questio onnairealsoincludedEmo otionalBrand dingfactors((Promotion,BBrandAmbasssador,Packaaging)on
3rd steep (Evaluatio on of Criteria) and 4th step
s (Purchaase Decision)) of consumer purchase decision
processs. This questtionnaire purrposes are to o know aboutt the consum mers percepttion within 55 Step of
Consum mer Purchasse Decision Process
P and d which is thhe most influential factoor towards cconsumer
purchaasedecisionf fromallofEm
motionalBran ndingfactors..

blesof5StepsofConsumerPuurchase
Table2.2Thevariab

Table
e2.3EmotionalBrandingfacttorsinthequesttionnaire

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The respondents need to answer the most suitable feeling for all questions. The form of the
questionnaireisusingaLikertScale,where:1=StronglyDisagree,2=Disagree,3=RatherDisagree,4=
Uncertain,5=RatherAgree.6=Agree,and7=StronglyAgree.

Thisquestionnaireconsistsof48questions,dividedinto5sections.1stsectionisProblemRecognition
(9questions),2ndisInformationResearch(9questions),3rdisEvaluationofCriteria(14questions),
4th is Purchase Decision (9 questions), and 5th is Postpurchase Evaluation (7 questions). The
researcher were spread the questionnaire by printed questionnaire to male undergraduate students
from Institut Teknologi Bandung (ITB), Universitas Padjajaran (Unpad), and Universitas Parahyangan
(Unpar).

SampleSize
AccordingtothetheoriesTheminimumacceptablesamplesizeforacorrelationalstudyisconsidered
bymostresearcherstobe30.[18].But,forcalculatethesamplesize,thisresearchusedSlovintheory.
Slovinsformulais:
n=N

(N x e) +1

n=samplesize,N=NumberofPopulation,e=Error

BecausethisresearchonlyconductedinBandungwiththetargetmarketmale,undergraduatestudent
onITB,Unpad,andUnparbetweenages1823,basedon2010statistics,withthenumberofpopulation
asmuchas485.250.Theerrorrateissetfor7%.Then,thesamplesizewiththenumberofpopulationof
485.250anderrorrate7%is203,99584or204people.

DataCollectionandAnalysis
Data collection for the research were gathered from descriptive research by using internetbased
questionnaire and paperbased questionnaire. Another data to support the analysis for the research
werecollectedfromexplorativeresearchsuchasliteraturestudyandobservation(Indepthinterview).
Thereafter,theanalysiswasusingMicrosoftExcelandStatisticalPackageforServiceSoftition(SPSS)
software.

Conclusion
Conclusionisthesummaryofwhatwasgainedfromtheresearchthathasbeendone.Theconclusion,
hopefully, would be give an input for the Garnier MEN to improve the product quality, and also their
marketingstrategyforward.

DataAnalysis
QualitativeResearch
TogettheinformationaboutthedecisionprocessofGarnierMenconsumers,inthisresearch,surelythe
qualitative method, which is Indepth interview, should be done by the researcher. For this method,
researcher choose 8 male who: age between 1823 years, old or in other words Undergraduate
student,studyinBandung,previously,havebuyanduseatleastonevariantGarnierMEN.
4.1.1QualitativeResearchConclusion
Respondents activities: The majority of them are currently busy with lectures, student organizations,
runningasmallbusiness,doingsportsinsparetime,andalsoplayingaround.
Problem Recognition: The respondents awareabout the importance of maintaining the cleanliness of
theirface.Theylikesports(mostofthemlikefutsal).Theyneedasimplefacialwashwhichiseasyto

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carry anywhere. They think that facial cleanliness affects their social life. They understand that the
woman loved cleanliness so they are motivated to keep their face looking clean and tidy. The most
problemsfacedbyrespondentsisoilyskin(besidelessbright,Acne,blackheads).Theyagreethat
acleanfaceaffectstheirselfconfidenceatwork.

InformationResearch:BeforebuyGarnierMEN,therespondentscomparewithotherproductsthatthey
usedbefore.TheyalsogotaninformationaboutGarnierMENfromtheirfriends.Theyhadseenanad
onTVGarnierMEN.theyrealsorememberPashaunguastheGarnierMENadmodel. Noneofthe
respondentswhoknewwhatthewebsiteoftheGarnierMEN.Only1respondentwhoansweredclearly
thathehadseenGarnierMENbillboard.Only2respondentswhofollowedGarnierMENtwitteraccount
(@GarnierMenID)andgetaninformationfromthere,1respondentgetaninformationfromtwitter,but
not from Garnier MEN twitter account. 4 respondents get information from Garnier MEN facebook
account,butoneofthemgetinformationafterbuyingprocessnotbeforethat.Only1respondentwho
had seen an ad Garnier MEN is in Youtube, even he was not sure whether he had seen the ad was
uploadedbyGarnierMENofficialYoutubeaccount.

EvaluationofCriteria:MostofrespondentssaidthatGarnierMenadareinterestingTVC,quitedifferent
comparedtoothersimilaradvertising.Productadvantageswasclearlyreflected,andpresentsagood
visualization. 3 respondents expressed less consent to the Pasha as the brand ambassador of Garnier
Men,buttheysaidPashaasthemodelisstillacceptable.4respondentswhosaidthattheselectionof
PashaasthemodelwasquitegoodandrepresentthefreshnessofGarnierMen.Theysaidthatthecolor
of the Garnier Men packaging look natural. 'Green' color on the packaging gives the impression of
"fresh",blendwiththecolororange andblackalsolooksfitandgood.The packagingoftheir Garnier
Men it easy to carry anywhere, simple, not too big, has a nice blend of color, packaging materials
comfortablewhenheld.

Purchase Decision: The rank order for the factors that most influencing a consumers when they're
buyingGarnierMenare75%of8respondents(6respondents)answeredthatthemostinfluencefactors
on their decision to buy is TV advertising. 12.5% said that friends recommendation was the most
influencefactorsontheirpurchasedecision.Another12.5%saidthathebuyGarnierMenimpulsively.7
respondentssaidthatthereisnoprestigevalueobtainedbythemwhenbuyingGarnierMen,because
that'snotthevaluetheyarelookingfor.

Postpurchase Evaluation: All respondents gave a positive answers. Garnier MEN give their face a
freshness, cool,andcomfortabletouse.Allrespondentsexpressedsatisfactionwiththe GarnierMEN
product.Basedonwhattheysay,GarnierMENwasabletomeettheirexpectations.GarnierMENaffect
their confidence, because they feel that their face were more fresh and clean. Most of them felt a
changeinthelevelofcleanlinessoftheirfacesafterusingGarnierMEN.7respondentssaidthat,after
usingtheGarnierMEN,theirfacearenoteasytooilyandblackheadsreduced.Allrespondentssaidthat
theywerewillingtorecommendGarnierMENtofriendsorrelatives.6respondentssaidthat,nexttime,
theydefinitelywillbuyGarnierMENagain.TheanswersofWhatisthereasonyouarenolongerusing
GarnierMEN?arethereisanewproductwhichisbetterthanGarnierMENandbecauseboredand
wantedtotrysomethingnew.

QuantitativeResearch
ValidityandReliabilitypretest
The results are to be believed to be based on reliable information. Accurate information can only be
obtainedifthe informationisusedtomeetthefeasibilitystudyasameansofcollectingdata.Before

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measu uringthevariaablesstudied,firsttestingmeasureme nttoolstoteestthevalidityyandreliabilityofthe

dataobtainedinord dertobecred dibleandrecoognizeditstrruth.

QuestionnaireResu ults
Thispaartdiscussesthedescriptio onandanalysisofthedattaobtainedfrromprimaryr research.Theeprimary
o this researcch is the results of a que
data of estionnaire abbout 5 steps of Consum
mer Purchase Decision
Processsdistributedto204resp pondents.An notherresearcchdataistheenumberofscoresobtain nedfrom
respon ndents'answe erstoquestio onsaboutthe evariablesoffEmotionalB Branding,namelyPromottion(X1),
Brand Ambassadorr (X2) and Paackaging (X3)) towards thee Purchase D Decision (Y). These variab
bles were
analyzedusingdesccriptivestatissticsandlineaarregressionanalysis.

Respon ndentsAge
Mostoofrespondentts(27%)are2 20yearsold.Fewamongt those(3%)arre23yearsolld.18yearso old(18%),
19yearsold(23%),21yearsold( (19%),22yeaarsold(11%)

Emotio onalBranding gfactorsinflu uencetoward dsPurchaseDDecision

The method
m of an
nalysis used in this studyy is a multipple linear regression anaalysis. Multipple linear
regresssion analysis is used to determine the e magnitude of the relatio
onship and the direct inflluence of
Emotio onal Branding factors, wh hich includess: Promotion (X1), Brand Ambassador (X2) and Packaging
(X3)to
owardsPurchaaseDecision(Y).

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MultipleLinearReg gressionAnalyysis
This analysis is intended to deetermine the influence off Emotional Branding to variable Y (Purchase
Decisioon).Thegoallistopredictorestimatethevalueoft thedependeentvariablein nacausalrelaationship
tothevalueofanotthervariable.

CorrelaationCoefficiientAnalysis
Tosee ewhetherthe ereisaninflu
uenceofEmo otionalBrand dingonPurch haseDecision n(Y),usetheeProduct
MomentCorrelatio onanalysisisthenperformmedhypothe sistestingussingFtest(simultaneously)andt
test (p e use of SPSS version 13.0 applicatio n output calcculation resu
partially). The ults obtained Pearson
ProducctMomentco orrelationcoe weenvariableesXwithYvaariablesasfollows:
efficientbetw

Table4.51Prod
ductMomentCoorrelationAnalyysis

Fromttheaboveanaalysisitcanb
beseenthatt
thevalueoft hecorrelationcoefficientisequalto0..548.The
valuesaretheninte
erpretedbase edonobjectivvecriteriaasffollows:

Based on the inte

erpretation of
o the correlation coefficcient table ppresented abbove, the co orrelation
coefficcientof0.548
8indicatesammoderaterelationshipbettweenEmotiionalBrandin ngfactors(X)withthe
PurchaaseDecision((Y).

4.2.3.33MultipleLinearRegressio onEquations
Multipleregressionmodeltobeformedarea asfollows:
Y=b0++b1X1+b2X2+b3X3
where: X1: Advertiising, X2: Brand Ambassador, X3: Paackaging, b0:: intercept, b
b1, .., b2: Reegression
coefficcients.Byusin
ngSPSS,regrressioncoefficientsobtainnedresultsassfollows:

Table4.53R
RegressionCoeffficientAnalysis

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Fromt theoutputab bovetheknow wnvalueoft theconstantandregressio oncoefficienttsthatcanbeformed

linearr
regressioneq quationasfollows:Y =5,7745+0,299X X1+0,374X2+ +0,392X3

Theab boveequation ncanbeinterrpretedasfollows:

b0=5.745meansth hatifthevariableX1,X2,a andX3iszeroo,thenthevaariableYwillb beworth5.74 45units.
b1=0..299palesPrromotion(X11)increasedb byoneunitanndtheothervariablesconstant,thevvariableY
willinccreaseby0.29 99units.
b2 = 0.374
0 pales Brand Ambasssador (X2) increased by oone unit and the other vaariables consstant, the
variablleYwillincreaseby0.374units.
b3=0.392palesPaackaging(X3))increasedbyoneunitanndtheothervariablesconstant,thevvariableY
willinccreaseby0.39 92units

AnalyssisofCoefficie entofDetermmination
The co oefficient of determinatio on is used to see the effeect of a given n percentagee of the variaable X to
variablle Y. Now we e know the value
v of R off 0.548, the ccoefficient off determination can be calculated
usingtthefollowingformula:
KD =R2X100% %
=(0,548)2X X100%
=30,06%

Thus,ttheKDvaluesobtainedatt30.06%,wh hichdemonsttratethesensethattheP Promotion(X1),Brand

Ambasssador(X2),a andPackagin ng(X3)giveefffectsimulta neously(together)amoun ntedto30.066%ofthe
PurchaaseDecision( (Y).Whilethe eremaining6 69.94%isinflluencedbyottherfactorst thatarenotoobserved.
Todetterminehowmuchinfluen ncethepartiaalorperindi vidualindepeendentvariableonthedeependent
variablle(X1Y,YX2 2,andX3Y),themethodusedistheBeetacoefficien ntxZeroorder:
1 . Varriable X1 = 0,227 x 0,207 = 0,00469 = 4,69%
2 . Varriable X2 = 0,316 x 0,333 = 0,11052 = 10,52%
3 . Varriable X3 = 0,377 x 0,394 = 0,11485 = 14,85%

From the
t above re esults of individual test is known th at the variab ble X1 (Prommotion) to vaariable Y
(PurchaseDecision)hastheeffe ectof0.0469 9or4.69%,X X2(BrandAm mbassador)to ovariableY( Purchase
Decisio on)hasthee effectof0.1052or10.52% %,X3(Packagging)tovariaableY(PurchaseDecision)hasthe
effectof0.1485or114.85%.

SimulttaneousHypo othesisTestin ng(Ftest)

H0:Pro omotion(X1)),BrandAmb
thePurchaseDecision(Y).
H1:Pro omotion(X1)),BrandAmb
Decisio on(Y).
Significantlevel()of5%.Using
bassador(X2)andPackagiing(X3)togettherdidnots significantlyinfluence
bassador(X2)andPackagiing(X3)isjointlysignificanteffectonPurchase
gtheSPSSou utputisobtai nedasfollow ws:

Ta Test)
able4.54SimulttaneousHypothhesisTesting(FT

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BasedontheknownvalueofoutputFcountof28.507withpvalue(sig)0,000.With=0.05anddegrees
of freedom v1 = 200 (n(k +1)) and v2 = 3, then the values obtained Ftable 2.650. Due to the value of
Fcount > Ftable (28.507> 2.650) then H0 is rejected, meaning that the independent variable (X)
simultaneouslysignificanteffectonPurchaseDecision(Y).

ConclusionandRecommendations

ConclusionoftheResearch

Fromtheresultsofresearch,theauthorcandrawthefollowingconclusion:
5.1.15stepsofConsumerPurchaseDecisionProcess
Theresultsofthe"5stepsofConsumerPurchaseDecisionProcess",basedonthequantitativemethod,
asfollows:
A. ProblemRecognition(1ststepconclusions)
Therearetwomainreasonsofwhyrespondentsneedafacialwash?whichgotahighpercentage.
The two main reasons are need a facial wash to get a brighter skin and need a facial wash to
appear more attractive in the presence of women. If we add the results of the percentage of the
"Strongly agree" and "Agree", need a facial wash to get a brighter skin get total of 81.86%, and
needafacialwashtoappearmoreattractiveinthepresenceofwomen.gettotalof80.88%.Its
indicated that the most of respondents want to get a brighter skin, and they definitely dont want
theirfacelooksdullinthepresenceofwomen,sotheyretrytosolvethisproblemwithbuyafacial
washproduct.
B. InformationResearch(2ndstepconclusions)
TheInformationResearchpartconsistsof9statementsinit.
IfweaddupthepercentagesofeachstatementfromStronglyAgreeandAgree,theBigthreeof
thisInformationResearchpartareinformedandknowaboutGarnierMENfromtheTVads.,got
arecommendationfromfriends/relatives.,gotaninformationfromGarnierMEN'sFacebookfans
page account. Its indicated that the respondents got an information about Garnier MEN mostly
from the TV ads, recommendation from friends/relatives, and Garnier MENs Facebook fanspage
account. The smallest percentage were obtained by got an information from Garnier MEN's
Youtube account., seeking an information about Garnier MEN from their official website. The
mostofrespondentsrarelyormightbeneverseekingorgotaninformationaboutGarnierMENfrom
Youtube and the official website. Those two things are not effective to deliver the advertising
message to the consumers (or probably due to consumer ignorance of the existence of official
website,andadsonYoutube).
C. EvaluationofCriteria(3rdstepconclusions)
TheEvaluationofCriteriapartconsistsof13statementsinit.ThisEvaluationofCriteriaconsists
of 14 questions in it. The conclusions for this step divided into 3 parts (Promotion, Brand
Ambassador, and Packaging). The Promotion point included in the questionnaire statement
number1923.TheBrandAmbassadorpointincludedinthequestionnairestatementnumber24
27.ThePackagingpointincludedinthequestionnairestatementnumber2832.Theconclusionsof
eachpointareasfollows:
Promotion
From5statementsofthisPromotioncategory,mostofrespondentsfeelthattheTVadshasa
goodquality,representsthelifestyleofactivemen,andprovidesthemenoughinformationabout
thefunctionofGarnierMEN.But,inanothercase,therespondentsshowsalowpercentageof
Strongly agree (6.37%), and Agree (27.94%) for the quality of Garnier MEN TV ads is better
than the TV ads of another facial wash brand statement. This statement got the highest

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percentage on Rather agree (38.73%). Its indicated, though the TV ads give them enough
informationandhasagoodquality,butitsqualitywasntenough,inotherwordsthereareother
facialwashadswhichbetterthantheGarnierMENTVads,andGarnierMENTVadsshouldgetan
improvement.
BrandAmbassador
IfweaddupthepercentagesofeachstatementfromStronglyAgreeandAgree,themostof
respondents (63.24%) feels that Pasha, and other personil of Ungu band, deserves to be the
Brand Ambassador, and theyre also has a positive image. But, in the other statements, only
37.25%ofrespondentswhoreallyfeelsthatPashaandUngubandrepresentsthepersonalityof
activemen.UngubandsachievementinIndonesianmusicindustryalsonottooinspiringthemto
choosing Garnier MEN, or probably in other words, this isnt the important criteria for most of
respondentstochooseGarnierMENastheirpersonalfacialwash.
Packaging
IfweaddupthepercentagesofeachstatementfromStronglyAgreeandAgree,themostofof
respondents (86.27%) considered that the Garnier MEN packaging has included complete
informationthatmakesthemabletounderstandandknowabouttheusefulnessofGarnierMEN.
The recent color of the Garnier MEN packaging also received a quite high rating from the
respondents(75.98).ButonethingtonoteisthattheGarnierMENpackagingisconsideredbythe
respondents not attracts their attention. This is probably because the Garnier MEN packaging
whichdonthaveauniquecharacteristicthatcanmakepeopleinstantlyattracted.Basically,it's
almostpackagingofallfacialwashproducthasanalmostidenticalshape.Thisissupposedtobe
developedbyGarniertomakeabreakthroughdifferentforms.
D. PurchaseDecision(4thstepconclusions)
TheEvaluationofCriteriapartconsistsof13statementsinit.Ifweaddupthepercentagesof
eachstatementfromStronglyAgreeandAgree,theconclusionsaretherespondentsdecided
to buy Garnier MEN because theyre most influenced by the Garnier MEN TV ads (93.14%),
followed by recommendation from friends/relatives, info on the packaging, the packaging is
attractive, Brand Ambassadors character represents the respondents character as an active
men,theylikeUngubandspieceofmusic,thecolorofGarnierMENpackagingisattractive,
influenced by reviews on the internet, and there is prestige value when using Garnier MEN
product.
E. PostpurchaseEvaluation(5thstepconclusions)
ThePostpurchaseEvaluationpartconsistsof7statementsinit.Ifweaddupthepercentagesof
each statement from Strongly Agree and Agree, the conclusions are as follows: the most of
respondents feel satisfied with the quality of Garnier MEN (87.25%). It was followed by The
Garnier MEN freshness and excellence meet the respondents expectation (83.83%), The
respondentswillreturntobuyGarnierMEN(75.49%),Therespondentsbecomemoreconfident
insocializing(75.49%),Garnier MEN worthytoberecommendedtofriends/relatives(73.03%),
Blackheadsandoilontherespondentsfacereduced(68.14%),andTherespondentsfeeliftheir
face are cleaner and brighter (50.98%). If we go back to part 4.2.2.5 in this research, after the
overall calculation for Postpurchase evaluation, we can get that most of respondent (60%)
includedinenoughcategory,and27%ingoodcategory.

Influence of Emotional Branding Factors (Promotion, Brand Ambassador, Packaging) towards

PurchaseDecision
Between all of the Emotional Branding factors, which are used in this research, obviously the
Packaging factor is the most influential Emotional Branding factor (14.85%) towards purchase
decisionprocess.BrandAmbassadorfollowinginthe2ndplace(10,52%),andAdvertisinginthe3rd

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place(4.69%).ThetotalinfluenceofthisEmotionalBrandingfactorstowardsGarnierMENconsumers
purchasedecisionprocessisonly30.06%,andtheremaining69.94%isinfluencedbyotherfactors.

Recommendations
Therearerecommendationsforthisresearch:
1. Packaging : Because the packaging is the most influential Emotional Branding factor, Garnier MEN
must be consider to create a better packaging design than now, which can attract more attention
fromthepotentialconsumers.
2.BrandAmbassador:PashaandUngubandsdisadvantagesare,althoughtheyhasapositiveimage
and 63.24% respondents feels that theyre deserves to be the Brand Ambassador, but their music
achievementcouldntinspirealotofpeopletofollowtheminchoosingGarnierMENandonlytotal
37.25% of respondents whose choose strongly agree and agree for Garnier MEN's brand
ambassador (Pasha & Ungu) appropriate and represents the personality of active men statement.
Based on this fact, it will be better for Garnier MEN to choose another public figure who has a
characteristics like has a positive image, can inspire people to follow them, and represents the
personalityofactivemen,tobethenextBrandAmbassador.
3.Advertising: Although Advertising istheEmotionalBrandingfactorthatgivethelowestinfluence
towards purchase decision, however from the Advertising, especially TV Ads, most of respondents
knowabouttheGarnierMENforthefirsttime.Itsindicatedthatthiswayisthemosteffectiveway
togiveaninformationtotheconsumersaboutthenextnewproductfromGarnierMEN.But,inother
side, Billboards as another advertising media wasnt effective to build an high awareness in the
consumers mind. If Garnier MEN want to get their Billboard noticed and increase the peoples
awareness, they surely must try to create an unusual billboard, which is usually called Creative
OutdoorBillboard.BelowaresomeexampleofCreativeOutdoorBillboard.:
4.BecausethefactssaidthattheEmotionalBrandingfactorsonlyaffectthepurchasedecisionwith
30.06%, Garnier MEN should pay more attention into another way, like word of
mouth/recommendation. To maximize the Word of Mouth strategy, at first Garnier MEN must
createmoreuniqueTVadswithanattractiveandeyecatchinggimmick,butstillelegantly,starred
by a famous local public figure (itll better if hes more popular than Pasha and Ungu) who has a
positive image, can inspire people with his achievement(s), physically good, and surely represents
thecharacteristicsofactivemen.So,thatadscaneasilyberemembered,andhopefullywillbecome
aTopofMindoneveryonesmindwhowatchatelevision.Becauseoftheuniqueness,mostlikely
peoplewillinterestedtotalkabouttheTVadsandtheGarnierMENproductitselfespeciallyinthe
socialmedia.TheexpectationisthatthiskindofTVadscanleadpeopletobuyand,atleast,trythe
GarnierMENproduct,andafterthatgivearecommendationtotheirfriendsorrelatives.Beloware
someexampleofAttractive,elegant,andeyecatchingTVads:
5.Basedonthefactsuntil5THJanuary2013,althoughintheFacebookfanspageaccountGarnierMEN
wasdidagoodjobwith91.911likes,butinthetwitteraccountGarnierMENonlysucceedtograb
5167 followers. This amount are relatively small for a business category. So, to increase it, dont
forget to put the twitter account in the TV ads, or pay some twitter account which related with
healthythings,sports,lifestyleetc.andhasalotoffollowerstohelppromoteGarnierMENwith,for
example,createsomequizesbyrequiringapersonwhowanttojointhequiztofollowGarnierMEN
twitteraccountpreviously.Basedontheauthorexperience,thisisaneffectivewaytoincreasethe
numberoffollowersforabusiness.
6.TokeeppeoplewillingtocontinuetorecommendGarnierMENproducttotheirfriends/relatives,the
companymustbealwaysconcernedaboutthequality.Becauseof,basedonthisresearch,themain
reasonofwhypeopleneedtobuyafacialwashproductiscausetheyrewanttogetacleanerand
brighterface.But,inthePostpurchaseEvaluation,only50.98%whoanswerwithStronglyagree
+ Agree for your face feels cleaner and brighter statement, the remaining chose Rather agree

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(35.78%), Uncertain (12.75%), amd Rather disagree (0.49%). So, in other words, probably the
Garnier MEN Turbo Light Intensive Brightening variant, which has a speciality for brightening,
shouldimprovethequalitytoincreasethesatisfactionrate.

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