Analisis Perbedaan Persepsi Konsumen Berdasarkan Demografi Kelompok Gender dan Usia Terhadap Elemen Desain Kemasan Produk Parfum Luxoria
DOI:
https://doi.org/10.61105/jier.v3i2.334Keywords:
Mann Whitney, Analysis of Differences, Gender, Age, PerfumeAbstract
This research aims to analyze differences in consumer perceptions of Luxoria perfume product packaging design elements based on gender and age groups. Some of the design elements studied include packaging design function, visual appeal, design elements, and packaging design cues. This research used a quantitative descriptive approach by collecting data by distributing questionnaires to 140 male and female respondents aged <17 and 17> who currently or have ever used perfume and analyzed using the Mann Whitney statistical test. The results showed that there were no significant differences in perceptions between gender groups, but there were significant differences in perceptions of packaging design elements between age groups. The results of this research provide several recommendations for perfume businesses to attract the attention of target consumers through packaging design elements.
Penelitian ini bertujuan untuk menganalisis perbedaan persepsi konsumen terhadap elemen desain kemasan produk parfum Luxoria berdasarkan kelompok gender dan usia. Beberapa elemen desain yang diteliti meliputi fungsi desain kemasan, daya tarik visual, unsur desain, dan isyarat desain kemasan. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 140 responden pria dan wanita berusia <17 dan 17> yang sedang atau pernah menggunakan parfum dan dianalisis menggunakan uji statistik Mann Whitney. Hasil penelitian menunjukkan bahwa tidak ada perbedaan signifikan dalam persepsi antar kelompok gender, namun terdapat perbedaan signifikan dalam persepsi terhadap elemen desain kemasan diantara kelompok usia. Hasil penelitian ini memberikan beberapa rekomendasi bagi bisnis parfum untuk dapat menarik perhatian konsumen sasaran melalui elemen desain kemasan.
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