Path: TopS1-Final ProjectSchool of Business and Management2009

THE EFFECT OF PACKAGING DESIGN ATTRIBUTES ON CONSUMERS PURCHASE DECISION OF S PRODUCTS

PENGARUH ATRIBUT DESAIN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ATAS PRODUK S

Undergraduate Theses from JBPTITBPP / 2012-06-18 12:46:57
Oleh : ADIPRIMO RIZKY (NIM 19006054); Pembimbing: Drs. Herry Hudrasyah, MA., School of Business and Management
Dibuat : 2009, dengan 7 file

Keyword : Packaging, Packaging Design, Purchase Decision

Packaging is the technology used to contain, protect, and preserve products all the way through the distribution, storage, and handling activity. In previous centuries, packaging was not seen as an essentials element. But over the time, packaging then realized as something that holds a vital role in marketing a product as the part of marketing tools. It is the first thing seen by consumers when they are in shop, market, or other point-of-purchase. Point-of-Purchase Advertising International (POPAI) reports that as much 75 percent of purchase decisions are made in-store right when they saw the product.

Based on theory of main attractiveness factors in packaging design by Klimchuck and Krasovec (2006) there are four factors which become the attractive point in packaging design; color, shape, imagery, and typography. This research was conducted in Bandung to 204 respondents. From this research, respondents thought that color in S packaging design is attractive but it is somehow not really important consideration on their purchase decision. Meanwhile, shape and imagery is also not really considered by most respondents on purchasing S. Typography also seemed indifferent by them. From the purchase decision dimension, the researcher found out that respondents thought that each variable only affects their purchase decision a little bit.

Deskripsi Alternatif :

Berdasarkan teori faktor penarik perhatian utama dalam kemasan desain oleh Klimchuck dan Krasovec (2006) terdapat empat faktor yang menjadi atribut yang menarik dalam kemasan desain; warna, bentuk, gambar, dan tipografi. Penelitian ini dilaksanakan di Bandung kepada 204 responden. Dari penelitian ini, responden beranggapan bahwa warna pada desain kemasan S adalah atribut yang menarik namun tidak terlalu penting pada keputusan pembelian mereka. Sementara itu, bentuk dan gambar juga tidak benar-benar dipertimbangkan oleh sebagian besar responden pada pembelian S. Tipografi juga nampaknya tidak dipertimbangkan oleh mereka. Dari dimensi keputusan pembelian, peneliti menemukan bahwa responden beranggapan bahwa setiap variabel hanya mempengaruhi keputusan pembelian mereka dalam jumlah yang sedikit. Jika atribut desain kemasan dijabarkan satu per satu, responden berpendapat bahwa atribut tersebut tidak penting untuk dipertimbangkan karena keputusan pembelian konsumen tidak berdasarkan satu atribut, namun berdasarkan desain kemasan secara keseluruhan. Hal ini dibuktikan oleh hubungan atribut dalam kemasan desain secara keseluruhan dan keputusan pembelian konsumen yang menunjukkan hubungan yang sangat signifikan.

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PropertiNilai Properti
ID PublisherJBPTITBPP
OrganisasiS
Nama KontakUPT Perpustakaan ITB
AlamatJl. Ganesha 10
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon62-22-2509118, 2500089
Fax62-22-2500089
E-mail Administratordigilib@lib.itb.ac.id
E-mail CKOinfo@lib.itb.ac.id

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  • Pembimbing: Drs. Herry Hudrasyah, MA., Editor: Vika A. Kovariansi

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