Comparison Study of Wardah, Viva and Pixy Cosmetic Brand Image in Kupang City

DOI

10.2991/aebmr.k.201212.063How to use a DOI?

Keywords

Brand image, Comparison study, Cosmetic brand

Abstract

The purpose of this study is to determine the differences among Wardah, Viva and Pixy’s cosmetic brand image, to find out the most superior product in terms of brand image, and to investigate the differences in consumers’ perception among the cosmetic products. The sample in this study amounted to 96 respondents in the Kupang City. The method used in this study is a quantitative method using comparative analysis in the form of One Way Analysis of Variance (Anova) testing. From the results of the study found there are differences between the cosmetic brand image Wardah, Viva and Pixy. Wardah cosmetics is the most superior rating from selected respondents and the factors of consumers’ perceptions are innovation, promotion, packaging and variations.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Antonio E. L. Nyoko
AU  - Ronald P. C. Fanggidae
AU  - Lugardis R.N. Rani
PY  - 2020
DA  - 2020/12/14
TI  - Comparison Study of Wardah, Viva and Pixy Cosmetic Brand Image in Kupang City
BT  - Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
PB  - Atlantis Press
SP  - 448
EP  - 453
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201212.063
DO  - 10.2991/aebmr.k.201212.063
ID  - Nyoko2020
ER  -