THE INFLUENCE OF ANGEL CIGARS 305 COLLECTION’S PACKAGING DESIGN ON CONSUMER PURCHASE INTENTION

• Main Author: Sidohutomo, Ardinantyo
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77533
• Institution: Institut Teknologi Bandung

As Indonesia's tobacco industry experiences annual growth, it also presents a significant opportunity for the local cigar market to improve. Angel Cigars believes the premiumization of local cigar brands will increase its competitiveness among other brands and expand the opportunities for prospective consumers. In its recent launch of the 305 Collection, Angel Cigars utilizes the appeal of the packaging design to increase the sales of the existing product as an effort of the product’s premiumization. While the same individual cigar within the 305 Collection had previously been retailed per stick, the introduction of the boxed version of the 305 Collection has remarkably exceeded previous sales records by achieving the impressive feat of selling 300 boxes within two months. It shows the successful usage of packaging design in attracting prospective consumers’ purchase intention of the 305 Collection. Thus, this research intends to investigate the influence of packaging design consisting of graphics, color, volume, and typography on consumer purchase intention of Angel Cigars’ 305 Collection. By employing a quantitative research approach through an online survey, the researcher analyzed responses from 233 male respondents aged 26 – 49 using IBM SPSS Statistics. It uses Descriptive Mean Analysis, Correlation Analysis, Multiple Linear Regression Analysis, and Cross-Tabulation Analysis. The outcomes of this research indicate a 24.9% influence of packaging elements on consumer purchase intention. Notably, the findings underscore that graphic has a significant influence with the most dominating factor (15.4%), and typography also shows a significant influence (5.7%). However, color and volume show less significant effects. The research proves the positive influence of packaging design on consumer purchase intention, offering valuable insights into the connection between packaging design and consumer behavior in the cigar industry for practitioners and academics.