IMPACT OF PACKAGING TO CONSUMER BEHAVIOR ON INCENSE PRODUCT IN INDONESIA

Authors

  • Dewi Tamara Magister Manajemen BINUS Business School, Universitas Bina Nusantara, Jl. Hang Lekir I No. 6, Senayan, Kebayoran Baru, Jakarta Selatan, DKI Jakarta, Indonesia
  • Ni Kadek Winie Kaori Magister Manajemen BINUS Business School, Universitas Bina Nusantara, Jl. Hang Lekir I No. 6, Senayan, Kebayoran Baru, Jakarta Selatan, DKI Jakarta, Indonesia
  • Sewaka Kosasih Muljadi Magister Manajemen BINUS Business School, Universitas Bina Nusantara, Jl. Hang Lekir I No. 6, Senayan, Kebayoran Baru, Jakarta Selatan, DKI Jakarta, Indonesia
  • Renaldy Kusumajaya Magister Manajemen BINUS Business School, Universitas Bina Nusantara, Jl. Hang Lekir I No. 6, Senayan, Kebayoran Baru, Jakarta Selatan, DKI Jakarta, Indonesia

DOI:

https://doi.org/10.53555/eijbms.v5i3.88

Keywords:

Incense, packaging, consumer behavior, Bali, Indonesia

Abstract

This study was done to establish the correlation between packaging and consumer’s buying behavior. The main purpose of this research is to find out the determining factors that affect the success of a brand. This research also indicates and count in the factors between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. Researchers have collected and analyze 175 data from respondents to test the reliability of the model. The conclusion of the finding in this research is that packaging is one of the determining factors of branding and could be the make-or-break factors for customers to decide whether they would purchase a product. Each element is of utmost importance to be observed; namely colors, packaging materials, and design. 

References

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Published

2019-09-27

Issue

Vol. 5 No. 3 (2019): EPH - International Journal of Business & Management Science (ISSN: 2208-2190)

Section

Articles

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Copyright (c) 2019 EPH - International Journal of Business & Management Science (ISSN: 2208-2190)

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