ANALYZING THE IMPACT OF PACKAGING DESIGN ELEMENTS ON IMPULSIVE BUYING: CIMORY SQUEEZE BLUEBERRY

• Main Author: Tantilia, Wahyu
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64593
• Institution: Institut Teknologi Bandung

In today's competitive environment, the packaging plays a vital role in the marketing context as it becomes a promotional vehicle of a brand, highlighting its position on the shelf, and stimulating the impulsive buying. The objective of this study is to examine the impact of Cimory Squeeze Blueberry packaging on impulsive buying and also examines which one among packaging design elements (brand name, color, typography, image, shape, size, material, and product information) has the strongest influence on impulsive buying. This study uses a quantitative approach to analyze the connection between variables. The data was collected through online-questionnaire filled out by millennials in six provinces in Java (Banten, DKI Jakarta, Jawa Barat, Jawa Tengah, Yogyakarta, and Jawa Timur). The total of 349 respondents are examined using convenience sampling technique. The result showed that Cimory Squeeze Blueberry packaging significantly influence impulsive buying. However, only four out of eight elements that significantly influence impulsive buying, where color becomes a variable that has the strongest influence on impulsive buying. Then, followed by material, image, and size. Therefore, color is a packaging element that marketers should be considered the most when designing yogurt packaging.