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ABSTRAKPerkembangan zaman yang diiringi dengan perkembangan produk dan jasa di pasar membuat persaingan antar
brand semakin ketat, terutama di industri kecantikan yang sedang mengalami pertumbuhan pesat. Selain kualitas
produk, persepsi konsumen terhadap sebuah brand serta bagaimana brand tersebut memposisikan dirinya di
benak mereka menjadi sangat penting dalam memenangkan persaingan pasar. Strategi in-store merchandising
menjadi salah satu upaya yang dapat dilakukan pemasar. Selain mampu memvisualisasikan citra sebuah brand,
in-store merchandising dipercaya mampu mempengaruhi secara positif perilaku pembelian konsumen di lokasi
pembelian. Karena perannya yang besar, strategi in-store merchandising menjadi penting untuk diperhatikan.
Demikian juga yang dilakukan oleh Etude House Indonesia, sebuah merek kosmetik asal Korea yang sukses di
Indonesia. Ia melakukan penerapan in-store merchandising pada gerainya, sesuai dengan konsep yang dibawa
brand nya, yaitu “princess dream”. Berdasarkan hal tersebut, penulis akan menganalisa strategi in-store
merchandising Etude House serta melihat bagaimana pengaruhnya kepada perilaku pembelian konsumen.
Dimana in-store merchandising meliputi tata ruang gerai, point of purchase media, rak produk, strategi harga,
kemasan, warna dan tata cahaya.
ABSTRACTAs time goes by, followed by the development of goods and services, the rivalry between brands in the marketbecomes tighter. Especially in the beauty industry that is currently undergoing a rapid growth. In addition to thequality of the product, consumer’s perception against a brand and how the brand is positioned in their minds isvery important to win over the competition in the market. In-store merchandising strategies is one of the thingsmarketers can do. Besides being able to visualize the image of a brand, in-store merchandising is believedcapable to affect consumer’s behavior in the location of purchase. This great role makes in-store merchandisingimportant to be noted. Thus conducted by Etude House Indonesia, a cosmetic brand from Korea that succesfullyentered Indonesia’s market. It also implements in-store merchandising based on the concept of it’s brand, whichis “princess dream”. Based on this, the author will analyze the strategy of Etude House’s in-store merchandisingand it’s effects on consumers. Where in store merchandising includes store layout, point of purchase media,shelves, pricing strategy, packaging, color and lighting., As time goes by, followed by the development of goods and services, the rivalry between brands in the marketbecomes tighter. Especially in the beauty industry that is currently undergoing a rapid growth. In addition to thequality of the product, consumer’s perception against a brand and how the brand is positioned in their minds isvery important to win over the competition in the market. In-store merchandising strategies is one of the thingsmarketers can do. Besides being able to visualize the image of a brand, in-store merchandising is believedcapable to affect consumer’s behavior in the location of purchase. This great role makes in-store merchandisingimportant to be noted. Thus conducted by Etude House Indonesia, a cosmetic brand from Korea that succesfullyentered Indonesia’s market. It also implements in-store merchandising based on the concept of it’s brand, whichis “princess dream”. Based on this, the author will analyze the strategy of Etude House’s in-store merchandisingand it’s effects on consumers. Where in store merchandising includes store layout, point of purchase media,shelves, pricing strategy, packaging, color and lighting.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
