Pengaruh Desain Kemasan Terhadap Persepsi Kualitas Produk, Nilai Produk Dan Preferensi Merek Pada Produk Susu Ultra Di Surabaya
DOI:
https://doi.org/10.59059/maslahah.v2i1.621Keywords:
Packaging Design, Product Quality, Product Value and Brand PreferenceAbstract
This study aims to determine the effect of packaging design on perceived quality, packaging design on brand preference, perceived quality on product value, product value on brand preference and perceived quality on brand preference. The type of research used is quantitative research and the sampling technique is purposive sampling technique with the number of samples obtained based on criteria and data analysis techniques using SEM Amos. This research was conducted by distributing questionnaires through as many as 150 respondents. The results showed that packaging design had a significant positive effect on perceived quality on Ultra Milk consumers, packaging design had no effect on brand preferences on Ultra Milk consumers, perceived quality had a significant positive effect on perceived value on Ultra Milk consumers, perceived quality had a significant positive effect on brand preferences on consumers of Ultra Milk and perceived value has a significant positive effect on brand preference for consumers of Ultra Milk.
References
Amstrong, Gary & Philip, Kotler. (2012) Dasar-Dasar Pemasaran. Jilid I, Alih. Bahasa Alexander Sindoro dan Benyamin Molan. Jakarta: Penerbit. Prenhalindo.
Aprilianing Setyowati, Sri Murni Setyawati, & Monica Rosiana, 2022. “The Influence of Visual Packaging Design on Brand Preference with Mediating Variables Perceived Quality and Perceived Value (Study on Unsoed Students Consumers SilverQueen)”. Sustainable Competitive Advantage (SCA) 12 (1)
Aurier Philippe, 2011. “Impacts of in-store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty”. International Journal of Retail & Distribution Management 39(11):810-835
Daniel Hellström dan Fredrik Nilsson, 2011. “Logistics-driven packaging innovation: a case study at IKEA” . International Journal of Retail & Distribution Management 39(9):638-657
Fauzia Tysia Arini, 2020. “Peningkatan Preferensi Merek Berbasis Desain Kemasan Visual, Kualitas Produk, dan Nilai Pada Produk kosmetik Wardah”. Jurusan Manajemen; Fakultas Ekonomi dan Bisnis, Universitas Jember.
Ferdinand, A. 2014. Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Edisi 5. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. 2018. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, Christian, & Marko. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Melbourne: SAGE.
J. Supranto. (2016). Statistik Teori dan Aplikasi Edisi Kedelapan. Jakarta: Erlangga
Karin Venter, 2011. “Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa”. International Journal of Customer Studies volume 35, issue 3.
Kotler, P. K., dan K. L.Keller. 2016. Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.
Rini Setiowati & Yunior Lim, 2018. “Impact of packaging design on perceived quality, perceived value, brand preference, and repurchase intetion of candy product in Jakarta”. Journal Pertanika J. Soc. Sci. & Hum, 26, 297-306.
Sugiyono. 2014. Metode Penelitian Kuantitatif Kualitatif dan R&B. Bandung: Alfabeta
Sugiyono. 2018. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung : Alfabeta.
Thoriq Amir Sholehuddin, 2018. “Pengaruh desain kemasan visual terhadap persepsi kualitas produk, nilai, dan preferensi merek pada produk es krim Walls”. Jurnal Calyptra, 7(1): 1-20.
Weidong Lin ,2019. “Study of visual packing design, perceived quality, and perceived value of organic foods on brand preference of young Chinnese consumers”. Bangkok University.
