Pengaruh Brand Packaging Terhadap Brand Preference Dengan Kualitas Makanan Sebagai Variable Mediator Pada Produk Yoghurt Heavenly Blush Di Mal Kelapa Gading

Stella Febriani, Miharni Tjokrosaputro

Abstract


This study is concluded to investigate and determine the effect of Brand Packaging to Brand Preference with Food Quality as the Mediating Variable of Heavenly Blush’s yoghurt in Kelapa Gading Mall. The method used in this research is non probability samples. The questionnaire was distributed to 107 respodent who bought Heavenly Blush yoghurt at Kelapa Gading Mall in North Jakarta. All the data was collected and tested using the SmartPLS 3 application. The result indicates that the Brand Packaging wasn’t significantly affect Brand Preference, Brand Packaging is a positive and significant predictor to Food Quality and Food Quality is the positive and significant predicted Brand Preference.


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