Title: ANALYSIS OF THE EFFECT OF CHOCOLATE PACKAGING DESIGN ON CONSUMER PURCHASE INTENTION IN SURABAYA AREA

Author: YOSEF RICHO ADRIANTO

Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Design has been widely known by previous researchers to improve the quality of consumer perception to the point of stimulating purchase intentions and packaging is one of the most widely used media by designers and marketing companies as an effort to get closer to consumers, sell and inform consumers of their products. The development of the era of globalization with rapid technological advances today, makes it easier for designers to express their appreciation in product packaging and makes marketing and companies have to quickly innovate on packaging to compete with thousands of brands or brands that flood the market. The role of color attributes, design shapes and brand names are vital factors in packaging design, with good processing and application of these attributes it is not impossible to also change the quality of consumer perception to purchase intentions. Chocolate products are used in this study because Indonesia's potential for chocolate raw materials is very abundant with a very large number of Human Resources but lacks competitiveness with other foreign brands in Indonesia. This opportunity is actually very good to be applied to new product development companies in Indonesia. The focus of this research is the city of Surabaya, assuming that Surabaya is the second most populous city in Indonesia, boasting a diverse ethnic and cultural heritage, and a relatively strong economic base for the chocolate product sector. Respondents in this study were categorized as young people aged 19-28, assuming that chocolate packaging and product design have the greatest influence on young people's purchasing intentions.

Keywords: Packaging, Design, Chocolate, Brand, Young People and Surabaya

Sources: http://repository.unair.ac.id/38424/