THE INFLUENCE OF PACKAGING DESIGN TOWARD BRAND IMAGE AND THE IMPACT ON COSTUMER LOYALTY
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Date
2014-11-06
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The Third International Conference on Entrepreneurship and Business ManagementUniversitas Tarumanagara, Universiti Sains Malaysia,
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.
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Keywords
Packaging design, brand image, costumer royalty