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49 4. PEMBAHASAN 4.1 Sejarah Produk ETUDE Etude House Adalah Perusahaan Kosmetik Asal Korea Selatan Yang Sangat Popular Di Asia

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49 4. PEMBAHASAN 4.1 Sejarah Produk ETUDE Etude House Adalah Perusahaan Kosmetik Asal Korea Selatan Yang Sangat Popular Di Asia 4. PEMBAHASAN 4.1 Sejarah Produk ETUDE Etude House adalah perusahaan kosmetik asal Korea Selatan yang sangat popular di Asia. Produk kosmetik ETUDE sangat beragam mulai dari kosmetik, perawatan tubuh, parfum, sabun perawatan kulit, sampo dan yang saat ini sangat terkenal adalah BB Cream Etude. ETUDE berdiri sejak tahun 1966. Pada tahun 1985 nama perusahaan tersebut berubah menjadi Oscar Corporation. Pada tahun 1989 mereka mengeluarkan produk perawatan kulit Gold Jome. Akhirnya pada tahun 1997 nama perusahaan ini diganti menjadi ETUDE Corporation kemudian berkembanglah ETUDE hingga saat ini. ETUDE ingin menjadi sebuah produk kosmetik yang memiliki nilai plus untuk para perempuan, Visi dari ETUDE adalah menjadi brand kosmetik terbaik di Asia dengan konsep harga terjangkau, desain yang simple, memiliki warna-warna variatif, dan menjadikan wanita lebih cantik dan percaya diri layaknya seorang princess. Kini ETUDE sukses menjadi brand kosmetik yang sangat popular, tidak hanya di Korea tetapi juga di negara- negara Asia lainnya. Berasal dari kata “etudier” dalam bahasa Prancis artinya belajar dan melakukan penelitian. Nama ETUDE terinspirasi dari seorang pianis dan composer asal Prancis, Frederic Chopin. Nama ETUDE diambil dari salah satu judul karya dari Chopin. Oleh karena itu ETUDE tidak pernah berhenti berinovasi untuk membuat sesuatu yang dapat mempercantik perempuan dan membuat konsumen bahagia. ETUDE memiliki konsep makeup yaitu, sweet, lovely, trendy, romantic, dan pretty. Gerai tokonya pun didesain sangat girly, beauty, dan romantic seperti sebuah ruang kamar seorang putri. ETUDE masuk ke Indonesia melalui PT Interkos Jaya Bhakti dan sudah memiliki 25 gerai di Jakarta, Bandung, Surabaya, Semarang, Medan, Palembang, Bali, Manado, Tangerang, dan Balikpapan, dengan nilai investasi satu miliar. ETUDE menjadi sangat popular seperti sekarang karena kegiatan promosi yang sangat baik, salah satunya yaitu iklan yang ada di televisi. Beberapa artis yang pernah menjadi brand ambassador dari produk ETUDE, yakni : 49 Universitas Kristen Petra 2002 – 2005 Song Hye Kyo 2006 – 2008 Go Ara & Jang Geun Suk 2009 – 2010 Park Sin Hye & Lee Min Hoo 2012 – 2014 Sandara Park & Shinee 4.2 Analisa Deskriptif Pada analisis deksripsi responden akan dikelompokkan atas ciri-ciri tertentu, antara lain jenis kelamin responden, usia responden, jumlah pengeluaran responden untuk belanja produk, jenis produk ETUDE yang biasa dibeli responden, dari mana responden mengetahui tentang informasi produk ETUDE, produk pengganti apabila persediaan produk ETUDE sedang kosong, produk ETUDE dikenal sebagai produk apa, serta jawaban responden pada masing- masing variabel penelitian. 4.2.1 Profil Responden Dalam penelitian ini karakteristik responden yang diteliti pengunjung toko kosmetik Etude Surabaya yang lolos screening di Ciputra World, Tunjungan Plaza, dan Grand City. Pada tabel di bawah ini akan dibahas profil dan jawaban responden terhadap pernyataan-pernyataan yang ada pada kuisioner. Table 4.1 Profil Gender Responden Gender Frequency Percent laki-laki 8 8,0 perempuan 92 92,0 Total 100 100,0 50 Universitas Kristen Petra Berdasarkan tabel 4.1 diketahui bahwa mayoritas pengguna dari produk kosmetik ETUDE dari Korea adalah perempuan. Berdasarkan hasil tersebut dapat disimpulkan bahwa wanita membutuhkan produk kecantikan untuk tetap tampil menarik, sesuai dengan produk produk yang ditawarkan seperti eye liner, BB Cream, dan alas bedak. Faktor lain yang membuat produk ETUDE lebih banyak diminati oleh konsumen wanita karena kemasan produk ini didesain dengan tema girly, lovely, dan pretty. ETUDE juga tidak hanya tertuju dan mengkhususkan produk tersebut untuk wanita saja, akan tetapi ETUDE juga dapat diinginkan oleh kaum pria, yang dapat dilihat dari tahun terakhir ini yang menggunakan artis laki-laki sebagai brand ambasador dari produk ini, dan menggunakan produk ETUDE sebagai produk kecantikan, sehingga membuat konsumen pria tertarik untuk menggunakan produk tersebut. Tabel 4.2 Profil Responden Berdasakan Usia Usia Frequency Percent 18,00 1 1,0 19,00 5 5,0 20,00 9 9,0 21,00 18 18,0 22,00 21 21,0 23,00 13 13,0 24,00 10 10,0 25,00 7 7,0 26,00 6 6,0 27,00 3 3,0 30,00 1 1,0 32,00 2 2,0 40,00 2 2,0 44,00 1 1,0 45,00 1 1,0 Total 100 100,0 Berdasarkan tabel di atas dapat diketahui bahwa mayoritas responden yang menggunakan produk ETUDE terdapat pada usia 22 dan 21 tahun. Dari data tabel di atas dapat disimpulkan bahwa pengguna produk kosmetik ini terdapat pada usia tersebut, dikarenakan pada usia seperti ini 51 Universitas Kristen Petra perilaku konsumen yang cenderung ingin mencoba produk dan merek yang baru, seperti halnya merek kosmetik ETUDE , dan bahkan informasi seperti produk produk kosmetik dengan berbagai merek bisa cepat diketahui dikarenakan informasi yang di dapat dari teman maupun dari media internet. Tabel 4.3 Pengeluaran Belanja Produk Etude Jumlah Pengeluaran Frequency Percent < 1.000.000 73 73,0 1.000.000 - 2.500.000 25 25,0 2.500.000 - 4.000.000 1 1,0 > 4.000.000 1 1,0 Total 100 100,0 Berdasarkan tabel yang ditunjukkan di atas, mayoritas konsumen mengeluarkan uang untuk belanja produk ETUDE sebanyak kurang dari Rp 1.000.000,-. Dari data tersebut dapat disimpulkan bahwa konsumen merupakan pelajar dan mahasiswa yang masih tidak memiliki penghasilan tetap, sehingga berbelanja produk pada harga tersebut. Sedangkan produk ETUDE ini merupakan produk yang mulai disukai oleh konsumen, terlihat ada sekitar 25% konsumen yang mau mengorbankan uang nya lebih dari Rp 1.000.000,- untuk berbelanja produk ETUDE, menunjukkan konsumen yang puas dengan hasil dari produk ETUDE, yang dapat terlihat pada data jumlah produk yang dibeli oleh konsumen untuk sekali berbelanja produk tersebut. Tabel 4.4 Jumlah Kategori Produk Etude yang Biasa Dibeli Banyak Kategori Produk Frequency Percent 1 produk 15 15,0 2 produk 31 31,0 3 produk 21 21,0 > 3 produk 33 33,0 Total 100 100,0 52 Universitas Kristen Petra Tabel 4.5 Data Jenis Produk yang Dibeli Oleh Konsumen Produk Frekuensi Presentase (%) BB Cream 68 9 Bedak 62 8 Lipstick 43 6 Eye Liner 42 5,5 Make Up remover 42 5,5 Masker 37 5 Blush on 37 5 Lip Tint 35 4,6 Pembersih wajah (cleanser) 34 4,5 Pensil alis 29 4 Semir rambut 28 3,7 Eye shadow 28 3,7 Hand cream 27 3,6 Lip cream 25 3,3 Pelembab muka 24 3 Sabun muka 23 3 Kutek 22 2,8 Maskara 22 2,8 Body Scrub 22 2,8 Cleanser 21 2,7 Nail remover 19 2,5 Body lotion 14 1,9 Eye cream 12 1,6 Body wash 12 1,6 Parfum 10 1,3 Pore clay 8 1,1 Nymph Aura 6 0,8 Foot masker 5 0,7 Total 752 100 Dari hasil survei yang didapat menyatakan bahwa produk yang dibeli mayoritas lebih dari 3 jenis. Ini membuktikan bahwa variasi produk yang ditawarkan kepada konsumen dapat diterima dan membuat konsumen percaya bahwa merek produk ETUDE memuaskan bagi konsumen, sehingga konsumen berani untuk membeli produk lebih dari 1 jenis produk saja. Selain itu produk BB Cream merupakan produk unggulan yang ditawarkan oleh ETUDE, dan hasilnya dari kuisioner yang dibagikan kepada 100 responden, mereka juga setuju jika produk BB Cream merupakan produk unggulan dari kosmetik ETUDE, terlihat dari frekuensi data yang menunjukkan angka 68 dan menduduki peringkat pertama. Kedua dan ketiga produk yang diminati oleh konsumen adalah bedak dan lipstik, ini dikarenakan desain produk yang dapat menarik perhatian konsumen 53 Universitas Kristen Petra wanita. Selain itu, harga yang ditentukan untuk produk ETUDE juga bervariasi dan sesuai dengan kalangan menengah ke atas, khususnya remaja dan usia dewasa. Sehingga konsumen tidak keberatan dengan harga yang ditetapkan Tabel 4.6 Sumber Informasi Produk Etude Sumber Frequency Percent Word of Mouth 80 80,0 web 12 12,0 blog 1 1,0 majalah 5 5,0 koran 2 2,0 Total 100 100,0 Berdasarkan data tabel di atas, didapat hasil bahwa informasi mengenai produk secara efektif dapat cepat diketahui oleh masyarakat melalui word of mouth dan dari internet. Dari data tersebut juga dapat disimpulkan untuk alternatif lain dalam memperkenalkan produk ETUDE bisa melalui media sosial yang merupakan cara yang paling tepat untuk menyebarkan informasi, karena internet merupakan hal yang mudah untuk diakses oleh hampir seluruh kalangan masyarakat secara luas. Dari data responden yang ada, disebutkan pula jika produk seperti ETUDE banyak dibahas dan diperkenalkan kepada masyarakat melalui web dan blog, sehingga mayoritas pengguna internet yang mengetahui terlebih dahulu informasi dari produk ETUDE ini. ETUDE juga tidak hanya menjual produknya di toko saja, ada situs resmi di internet yakni www.etudehouse.co.id agar memudahkan konsumen mendapatkan produk tersebut. Kemudian di dalam suatu website (www.etudehouse.co.id) dari produk ETUDE ini terdapat promo produk, event/acara yang diadakan untuk konsumen, dan informasi informasi lain mengenai stores ETUDE di Indonesia, tips untuk make up yang baik, amannya menggunakan produk ETUDE bagi kulit, dan juga komentar dari konsumen setelah pemakain produk ETUDE dan hasil didapat, sehingga konsumen tidak perlu susah- 54 Universitas Kristen Petra susah mencari informasi mengenai produk ETUDE, karena sudah dikemas seacara lengkap di dalam satu halaman website. Tabel 4.7 Jawaban Responden Berdasarkan Apakah Pengguna Akan Menggunakan Produk Lain Apabila Produk Etude Sedang Kehabisan Stock Jawaban Frekuensi Presentase (%) Ya 85 85 Tidak 15 15 Total 100 100 Tabel 4.8 Profil Responden Berdasarkan Jumlah Merek yang Akan Digunakan Jumlah Merek Frequency Percent 1 merek 30 30,0 2 merek 41 41,0 3 merek 13 13,0 tidak 16 16,0 Total 100 100,0 Berdasarkan tabel di atas, diketahui bahwa ¼ dari jumlah konsumen bersedia untuk tidak menggunakan produk lain dan bersedia menjadi loyal customer bagi produk ETUDE, dan sisanya dapat digolongkan sebagai konsumen yang puas dengan hasil dari kinerja produk ETUDE baik dari merek, kualitas produk dan kualitas pelayanan nya, meskipun konsumen pada tingkat ini masih belum menjadi seorang loyal customer.
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