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

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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.


Penelitian ini dilakukan untuk mengetahui dan menentukan pengaruh Brand Packaging terhadap Brand Preference dengan Kualitas Makanan sebagai Variabel Mediasi dari yogurt Heavenly Blush di Kelapa Gading Mall. Metode yang digunakan dalam penelitian ini adalah sampel non probabilitas. Kuesioner dibagikan kepada 107 responden yang membeli yoghurt Heavenly Blush di Mal Kelapa Gading, Jakarta Utara. Semua data dikumpulkan dan diuji menggunakan aplikasi SmartPLS 3. Hasil dari penelitian menunjukkan bahwa Brand Packaging tidak mempengaruhi Brand Preference secara signifikan. Brand Packaging merupakan prediktor positif dan signifikan terhadap Kualitas Makanan dan Kualitas Makanan adalah Brand Preference yang diprediksi positif dan signifikan.

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Articles
Author Biographies

Stella Febriani, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Miharni Tjokrosaputro, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

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