EFFECT OF FMCG PRODUCT PACKAGING TO CONSUMER PURCHASE DECISION

• Main Author: Alyaningtyas (NIM 19014011), Farah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22074
• Institution: Institut Teknologi Bandung

Indonesia’s Fast Moving Consumer Goods (FMCG) industry is considered to be one of the most attractive industries with over USD 10 billion in sales. Due to increasingly <br /> <br /> stringent competition, marketers began to use packaging as a marketing communication tools and product promotion. Many marketers started to design an attractive packaging <br /> <br /> design that would catch the customer attention and would affect their purchase decision and start to consider using the packaging element that could convey their qualities and identity to customers. This research aims to explore the elements of the packaging, which have the most significant part on impacting customers’ purchase decision. The element of packaging examined in this research are packaging color, background image, packaging material, packaging design, printed information, and innovation. Multilinear regression was used as a method for data analysis to know the effect of element of packaging on consumer purchase decision. The data for this research were collected by distributing the questionnaire to 384 respondents for male and female in Bandung with age between 15-25 years old. The result from the analysis show that there is a significant effect and positive relationship between element of packaging on <br /> <br /> consumer purchase decision, with packaging material as the most significance element and packaging design as the least significance element. All the marketing units should pay attention for a good packaging, and set the packaging standard and implement it for better protection and promotion for a product.