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The Effect of Packaging and Brand Image on Purchase Intentions of Packed Rice Products

Consumer purchase intentions will arise when the perception of the product is fulfilled, through
packaging that has material, color, writing, design, information on the values contained in a
product that is printed neatly on the packaging. Neat packaging will depict a good brand image
in the minds of consumers and will make purchase intentions for the rice product appear. The
researcher chose the survey method because the data to be collected was relatively limited from
a number of problems which were relatively large in number and the researcher determined
100 people as respondents. Samples were taken using a non probability sampling method with
a purposive sampling technique. Tests carried out using SPSS 25 for windows. The analytical
tool used is linear regression. The conditions set as respondents are prospective consumers.
The purpose of this survey is to find out how respondents' opinions about packaging and brand
image on the purchase intention of packaged rice products. The results of the study show that,
(1) packaging has a significant positive effect on the purchase intention of packaged rice
products; and (2) brand image has a significant positive influence on the purchase intention of
packaged rice products.
Keywords: packaging, brand image, purchase intention, packed rice products.

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Detail Information
Series Title
The Effect of Packaging and Brand Image on Purchase Intentions of Packed Rice Products
Call Number
Pemasaran.
Publisher
Metromedia : Journal of Science, Technology and Society (SICO).,
Collation
Halaman : 13-22
Language
English
ISBN/ISSN
2964-4410
Classification
Pemasaran.
Content Type
-
Media Type
-
Carrier Type
-
Edition
VOL. 1 NO. 1
Subject(s)
-
Specific Detail Info
-
Statement of Responsibility
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