Pengaruh Visual Packaging Design (Warna, Bentuk, Ukuran) dan Packaging Labeling (Komposisi, Informasi Nilai Gizi, Klaim) terhadap Purchase Intentions Produk Makanan dan Minuman dalam Kemasan di Jakarta
Article Sidebar
Main Article Content
Abstract
This study aims to determine the effect of visual packaging design consisting of color, shape, and size and packaging labeling consisting of composition, nutritional value information, and claims on purchase intention of pre-packaged food products. The method used is a descriptive method with a quantitative approach. The research period was conducted in April 2020 with 200 respondents using linear regression analysis. The results of this study indicate that visual packaging design and packaging labeling significantly influence the purchase intention of packaged food products at a significance level of 0.05. The regression equation that is formed from the results of this study is Y = 3.487 + 1.323X1 + 0.677X2. Companies can focus more on developing packaging designs and delivering product information such as information on composition, nutrition, and product claims accompanied by scientific evidence.
Penelitian ini bertujuan untuk mengetahui pengaruh visual packaging design yang terdiri atas warna, bentuk, dan ukuran serta packaging labeling yang terdiri atas komposisi, informasi nilai gizi, dan klaim terhadap purchase intention produk makanan dan minuman dalam kemasan. Metode yang digunakan adalah metode deskriptif dengan pendekatan kuantitatif. Periode penelitian dilakukan pada bulan April 2020 dengan responden sebanyak 200 orang. Penelitian ini menggunakan analisis regresi linear. Hasil dari penelitian ini menunjukkan bahwa visual packaging design dan packaging labeling secara signifikan berpengaruh terhadap purchase intention produk pangan dalam kemasan pada level signifikansi 0.05. Persamaan regresi yang terbentuk dari hasil penelitian ini adalah Y = 3,487 + 1,323X1 + 0,677X2. Perusahaan dapat lebih fokus dalam pengembangan desain kemasan dan penyampaian informasi produk seperti informasi komposisi, nutrisi, dan klaim yang bertanggung jawab disertai dengan bukti-bukti ilmiah.
Article Details
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Bandara, B., De Silva, D. A., Maduwanthi, B., & Warunasinghe, W. I. (2016). Impact of Food Labeling Information on Consumer Purchasing Decision : With Special Reference to Faculty of Agricultural Sciences. Procedia Food Science, 6 (2016), 309 – 313.
Baruk, A., & Iwanicka, A. (2016). The Effect of Age, Gender and Level of Education on The Consumer’s Expectations towards Dairy Product Packaging. British Food Journal, 118 (1), 100-118.
Bian, X., & Moutinho, L. (2011). The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behaviour of Counterfeits : Direct and Indirect Effects. European Journal of Marketing, 45 (1/2), 191-216.
BPOM (Badan Pengawasan Obat dan Makanan). (2018). PerKa BPOM no. 31 tahun 2018 tentang Label Pangan Olahan. BPOM.
Deliya, M., & Parmar, B. (2012). Role of Packaging on Consumer Buying Behavior. Global Journal of Management and Business Research, 12 (10), 48-68.
Farooq, S., Habib, S., & Aslam, S. (2015). Influence of Product Packaging on Consumer Purchase Intentions. International Journal of Economics, Commerce and Management, 3 (12), 538-547.
Ha, Nguyen. M., & Dung, Nguyen. T. (2017). To Study Consumers’ Use of Information on Food Labels in Vietnam. International Review of Management and Marketing, 7 (1), 175-182.
Keller, K. (2012). Strategic Brand Management (4th ed.). Pearson Education, Harlow.
Kementerian Kesehatan RI. (2019, Oktober). Batasi Gula, Garam, Lemak. Retrieved Mei 2020, from http://p2ptm.kemkes.go.id/infographic-p2ptm/hipertensi-penyakit-jantung-dan-pembuluh-darah/batasi-gula-garam-lemak
Klimchuk, M. R., & Krasovec, S. A. (2007). Desain Kemasan : Perencanaan Merek Produk yang Berhasil Mulai dari Konsep sampai Penjualan (Bob Sabran, Penerjemah.). Jakarta : Erlangga.
Kotler, P., & Amstrong, G. (2012). Principles of Marketing (14th ed.). Essex: Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kumar, N., & Kapoor, S. (2017). Do Labels Influence Purchase Decisions of Food Products? Study of Young Consumers of an Emerging Market. British Food Journal, 119 (2), 218 -229.
Nawaz, A., Billoo, M., & Lakhan, A. (2012). Effect of Product Packaging in Consumer Buying Decision. Journal of Business Strategies, 6 (2), 1-10.
Petrovici, D., Fearne, A., Nayga, R., & Drolias, D. (2012). Nutritional Knowledge, Nutritional Labels, and Health Claims on Food : A Study of Supermarket Shoppers in The South East of England. British Food Journal, 114 (6), 768-783.
Rettie, R., & Brewer, C. (2000). The Verbal and Visual Components of Package Design. Journal of Product Brand Management, 9 (1), 56-70.
Salem, M. Z. (2018). Effects of Perfume Packaging on Basque Female Consumers Purchase Decision in Spain. Management Decisions, 56 (8), 1748-1768.
Silayoi, P., & Speece, M. (2004). Packaging and Purchase Decisions : An Exploratory Study on The Impact of Involvement Level and Time Pressure. British Food Journal, 106 (8), 607-628.
Silayoi, P., & Speece, M. (2007). The Importance of Packaging Attributes : A Conjoint Analysis Approach. European Journal of Marketing, 41 (11/12), 1495-1517.
Smith, P., & Taylor, J. (2004). Marketing Communications : An Integrated Approach (4th ed.). London.
Teng, C.C., & Wang, Y.M. (2015). Decisional Factors Driving Organic Food Consumption: Generation of Consumer Purchase Intentions. British Food Journal, 117 (3), 1066-1081.
The Nielsen Company. (2017). Nielsen Delivers Transparency to Food Labeling Data. Retrieved from Press Releases: https://www.nielsen.com/us/en/press-releases/2017/nielsen-delivers-transparency-to-food-labeling-data/
USDA Foreign Agricultural Service. (2019). Indonesia Retail Foods Update. GAIN USDA.