Perpustakaan Digital ITB

Bandung is known as “Paris Van Java” by tourist, because it is famous for its shopping street, fashion, food, art & cultures, natural beauty sightings, and the cool atmosphere. Food and sweets as souvenirs are very popular in Bandung. There are lots of cafe’s and bakeries in Bandung that produces variety of interesting sweets. One of the most all-time favorite snack are cookies. Cookies can be consumed as treats, hanging out with friends and families, for birthday gifts, also for special occasions such as Ied Al-Fitr, Christmas, New Years. Nowadays, there are these modern type of cookies that uses high quality ingredients, home-made, and also it has a fancy packaging, delivers this elegant and expensive look whenever we see it. They are popular with these five-types of packaging, which are colorful tins, boxes, individual wraps, re-sealable packaging, and jars. These kind of cookies are what we called Luxury cookies. From the phenomenon of luxury cookies in Indonesian Market, it is important to study about consumer preferences when choosing luxury cookies. We need to know the motivation, the reason behind when consumer has this intention to buy luxury cookies product, which then later on this findings about their spesific motives on buying luxury cookies would be beneficial to those people who wanted to start business on the luxury cookies. The author decides to apply the “Luxury Value Model” developed by Wiedmann, Hennigs, Siebels (2007). The Luxury Value Model is the newer model to measure the dimensions of individual luxury perceptions as a general basis for marketing strategies to improve purchase value for different segments of consumers that span the globe (Wiedmann, Hennigs, and Siebels, 2007). Based on this research, when it comes to the motive of consumers buying luxury cookies it is shown the the highest score for the general motive is Functional Value (68,98%). As for the highest scores for spesific motives on buying luxury cookies, there are Usability Value (71,97%), Self-Identity Value (66,88%), Conspicuousness Value (68,25%). These findings of a spesific segmentation will give benefit to those related in this research also to people who are interested in the luxury cookie business.