PENGARUH DESAIN KEMASAN PRODUK DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH KESADARAN MEREK PRODUK AIR MINUM CLEO DI KOTA BANDA ACEH

Rizka Pratiwi, Ahmad Nizam

Abstract


This study aims to find out the Influence of Product Packaging Design and Advertising Attractiveness on Purchasing Decisions Mediated by Cleo Drinking Water Product Brand Awareness in Banda Aceh City. The technique used in the study for sampling is non-probability sampling, with a sample count of 207 respondents. The equipment in the data collection in this study used questionnaires that were distributed directly to the people of Banda Aceh. In this study, researchers used the Structural Equation Modeling (SEM) method as an analysis method to see the influence of all the variables involved. Based on the results of the hypothesis, it states that Product Packaging Design has a significant effect on purchasing decisions. The attractiveness of advertising has a significant effect on purchasing decisions. Product packaging design has a significant effect on brand awareness. The attractiveness of advertising has a significant effect on brand awareness. Brand awareness has a significant effect on purchasing decisions. Brand awareness is able to mediate product packaging design on purchasing decisions. Brand awareness is able to mediate the attractiveness of advertising on purchasing decisions.

 


Keywords


Product Packaging Design, Advertising Appeal, Brand Awareness, and Purchasing Decisions.

Full Text:

PDF

References


Aaker, D.A., Kumar, V., dan Day, G.S. (2007). Marketing research (edisi sembilan). John Wiley & Sons, Inc., US

Alma, Buchari, (2014). Manajemen Pemasaran Dan Pemasaran Jasa. Edisi Revisi, Cetakan Ke-11, Penerbit Alfabeta, Bandung.

Al‐Samarraie ,Hosam., Atef E.D., Ahmed I. A., Nasser A. (2019), “Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model”, Coventry University, Coventry, UK.

Ampuero, Olga dan Natalia Vila. (2006). “Consumer Perceptions Of Product Packaging”. Journal Of Consumer Marketing. Vol. 23 No.2.

Amrullah, et al. (2016). “Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Keputusan Pembelian Sepeda Motor Honda”, Jurnal Ekonomi dan Manajemen, Vol. 13, No.2

Dhurup, M., Mafini, C. & Dumasi, T., (2014).“The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry”, Acta Commercii 14(1),

Klimchuk, M.R. and Krasovec, Sandra A. (2013). “Successful Product Branding From Concept to Shelf: Packaging Design”, John Wiley & Sons, 256 pages.

Kotler, Philip. (2014). Manajemen Pemasaran. Penerbit Erlangga, Jakarta

Kotler, Philip dan Gary Amstrong. 2004. Prinsip-prinsip Marketing. Penerbit Salemba Empat, Jakarta.

Lin, Long-Yi. (2011). The Impact of Advertising Appeals and Advertising Spokespersons an Advertising Attitudes and Purchase Intentions. African Journal of Business Management, 5(21): 8446-8457.

Nurmayanti, Pristiyono. (2016) “Pengaruh Daya Tarik Iklan Motivasi Konsumen dan Kualitas Produk Terhadap Keputusan Pembelian Mitsubishi Pajero Sport Pada PT. Sumatera Berlian Motor Rantau Prapat”. Jurnal Ekonomi Bisnis dan Manajemen.

Nwankwo, B.E., Aboh, J.U., Obi, T.C., Agu, S.A., dan Syney-Agbor, N. (2013).“Influence of Advertising Appeals dan Personality on Telecoms Consumption Preferences in Nigeria”, International Journal of Academic Research in Business dan Social Sciences, Vol. 3, No. 9

Ndlela, T., & Chuchu, T. (2016). Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers’ Purchase Behaviour. Journal of Economics and Behavioral Studies, 8(2(J), 79-90.

Tatik Suryani. 2008. Perilaku Konsumen “ Implikasi pada Strategi Pemasaran”. Edisi 1, Yogyakarta : Graha Ilmu




DOI: https://doi.org/10.24815/jimen.v6i3.17697

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.