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

Elfa Karin Parassih, Eko Harry Susanto
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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.

Keywords

Visual Packaging Design; Packaging Labeling; Pre-Packaged Food Products; Purchase Intention

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