THE INFLUENCE OF SNACK PACKAGING DESIGN (CHOCOLATE) ON TEENAGERS' BUYING INTEREST

• Main Author: Kenusa Yusuf, Ayureza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77108
• Institution: Institut Teknologi Bandung

This study discusses and analyses the visual design of chocolate snack packaging and relates it to the buying interest of teenagers. Teenagers are a group of people who are in the process of growing and entering the adult stage. This makes teenagers have thoughts that continue to develop and change the mindset in terms of consumption. On the other hand, chocolate snack products are an important industry in Indonesia. With a large population in Indonesia, large cocoa production, and high levels of chocolate consumption, Indonesia is ranked 6th on a global scale. This research was conducted to determine the relationship between the elements of packaging design and the buying interest of special consumer groups. The approach is carried out quantitatively by focusing on literature review and distributing questionnaires. The data that has been collected is then tested and processed using the multiple linear regression system method and analysed descriptively. This study involved a scale with opposing ratings to evaluate emerging trends. Data collection was carried out through literature studies and surveys of young respondents aged 17-25 years who live in the city of Bandung and consume chocolate snacks. The results of this study indicate that the visual design of chocolate snack packaging can encourage teenagers’ buying interest, but not significantly. But in more detail, the indicator “brand” is the most significant driver of buying interest. It was also found that on the significant colour combination factor, the buying interest of teenagers in the city of Bandung appeared higher in the Tertiary Triad colour group, which is a combination of primary and secondary colour. Overall, this study provides insight into the influence of chocolate snack packaging design on youth buying interest which can then be used as a guide for marketers in developing snack food packaging designs and also become a reference for other packaging designs targeting groups of teenagers.