Title: ANALYSIS OF THE INFLUENCE OF CHOCOLATE PACKAGING DESIGN ON CONSUMER PURCHASE INTENTIONS IN THE SURABAYA REGION

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 be able to improve the quality of consumer perception to stimulate purchasing intentions and packaging is one of the media most widely used by designers and company marketing as an effort to get closer to consumers, sell and inform consumers about their products. The current developments in the era of globalization with rapid technological advances have made it easier for designers to express their appreciation for product packaging and have made marketing parties and companies have to quickly innovate packaging in order to compete with the thousands of brands that are flooding the market. The role of color attributes, design shape and brand name are vital factors in packaging design, with good processing and application of these attributes it is not impossible to change the quality of consumers' perceptions to purchase intentions. Chocolate products are used in this research 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. In fact, this opportunity is very good to apply to new product development companies in Indonesia. Meanwhile, the focus of this research is in the Surabaya city area with the assumption that the city of Surabaya is the 2nd most populous city in Indonesia with various ethnicities and cultures within it as well as an economic level that can be said to be adequate for the chocolate product sector. The classification of respondents in this research is young respondents between the ages of 19-28 years with the assumption that packaging design and chocolate products 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/