BANDUNG CITIZEN INTENTION TO PURCHASE ON CHOCOLATE BASED ON ITS PACKAGING GRAPHICAL ELEMENTS

• Main Author: Husna (NIM 19014156), Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23393
• Institution: Institut Teknologi Bandung

Background – Indonesia is the third largest cacao producer in the world. However, with the <br /> <br /> new export regulations, domestic cocoa producer becomes overcapacity, followed by low <br /> <br /> domestic chocolate consumption. To increase the consumption of chocolate inside the <br /> <br /> country, the government do promotion. Packaging is a reliable promotional strategy in the <br /> <br /> retail environment to attract customers. By using a combination of graphical elements, it can <br /> <br /> build customers emotions and promote product appeal and may influence purchase intention. <br /> <br /> Bandung that has been recognized as a Creative City, its citizens have lived in a creative <br /> <br /> environment, who has more awareness of design and aesthetic sense. <br /> <br /> Methodology - The graphical elements in this study are color, typography, graphical shapes, <br /> <br /> and images. The graphical elements will be plotted using cartesius diagram. 273 respondents <br /> <br /> who are domiciled in Bandung are obtained as primary data. To increase chocolate <br /> <br /> consumption by finding variable that is valued the most and by finding which variable that is <br /> <br /> making customers have intention to purchase, an importance-performance (purchase <br /> <br /> intention) analysis is used. <br /> <br /> Findings - This study found that typography is the variable that is valued the most and <br /> <br /> variable that is making Bandung citizen have an intention to purchase. Then, color become <br /> <br /> variable that is valued after typography, followed by graphical elements,and lastly images. <br /> <br /> Therefore, images is second after typography in making them willing to purchase. Means that <br /> <br /> images influence them to purchase unconciously. <br /> <br /> Recommendation - The practitioner should give more attention to the information on the <br /> <br /> packaging that is delivered in a readible and attractive typography to attract purchase <br /> <br /> intention. Therefore, also pay attention to the combination of graphical elements of the <br /> <br /> chocolate packaging that can attract customers.