#TITLE_ALTERNATIVE#

• Main Author: MILADIAH ERVIANTY (NIM 29006002), RIZKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9117
• Institution: Institut Teknologi Bandung

Packaging has an important function in marketing. While protecting its main functions, it is also imperative that packaging is attracting consumer attention. Packaging gives first impression of a product's value and quality. This is called a perceived quality.<p> <br /> <br /> <br /> This research used a qualitative approach to research in order to acquire a deeper and better understanding about packaging and its impact on the perceived quality. A S product shampoo is chosen as a case study due to its decent reputation in Indonesian consumer-good products. The data is gathered through in-depth interview on two main groups, key and ordinary informants. To check the validity and reliability, a number of competent and suitable informants selected. The key informants are S' Senior Brand Manager and Packaging Development Engineer of PT. XYZ. Ordinary informants consist of a number of women that have two main criteria: a loyal consumer of S product shampoo and they have tried its new packaging design in Bandung.<p> <br /> <br /> <br /> Based on the research, it is found that packaging design has an influence on the perceived quality. Thus, a model was proposed to explain how the influence takes place. It specifically attempts to clarify how the packaging design of S product shampoo influences Indonesian consumers' perceived quality. It answers the first research question. The combination of the packaging elements (e.g. product ingredients, text, package color, package shape) that are considered important by consumers is also presented. This finding answers the second research question.