THE INFLUENCE OF PACKAGING DESIGN TOWARD BRAND IMAGE AND THE IMPACT ON COSTUMER LOYALTY

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THE INFLUENCE OF PACKAGING DESIGN TOWARD BRAND IMAGE AND THE IMPACT ON COSTUMER LOYALTY

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Title: THE INFLUENCE OF PACKAGING DESIGN TOWARD BRAND IMAGE AND THE IMPACT ON COSTUMER LOYALTY
Author: Bayunitri, Bunga Indah
Abstract: Product’s competition in today's era is increasingly competitive, packaging becoming one of the ‘weapons’ to win the competition. In the face of increasingly intense marketing competition, the manufacturer should not be fixated by the shape of the product that offers the base function only. Generally, competition is now generally occurs at the level of additional value of products include additional functions or services that would set it apart from competitors. Packaging is one important element for the product. Packaging was not just a wrapper, but the packaging is a branding, identity. Regardless of the type of goods or products ready to be sold (already has given a brand and packaged), it will be reflected on the packaging of brand identification. Growbox is a form of creative products using a simple box containing oyster mushrooms that can be cultivated by anyone, anywhere, and at anytime which was first launched in September 2012 by a group of students from Bandung. With a simple box-shaped packaging and attractive, Growbox offers a new experience in urban farming activities. This research analyzed that the influence of packaging design to the brand image and the impact of customer loyalty are significant or not. The focus in this research is located on the packaging design influence to the brand image produced by the company and its impact to the customer loyalty generated by customers of Growbox. Types of research are a descriptive analysis and verificative analysis. Verificative test the hypothesis to search for truth, while the descriptive analysis of research describes the condition associated with other conditions, the target of the research is to present an overview in a structured, factual and accurate as to facts, properties, and the relationship between the variables studied and further analyzed statistically to later obtained a conclusion by using a regression analysis, correlation, hypothesis testing with the t-test for partial and F-test for simultanous. And the result of this research showed that packaging design has a significant influencet to brand image and also has a significant impact on customer royalty.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/6043
Date: 2014-11-06


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