ANALYSIS OF PACKAGING ELEMENTS AND ITS IMPACT TO CONSUMERS BUYING DECISIONS USING FACTOR ANALYSIS TOOL ON COFFEE PACKAGING PRODUCTS
Abstract: The appearance of
the package plays a significant role in influencing consumers or to stir up
buying desire as the packages give out images or ideas to consumers and create
emotional attachment in consumers towards the products. The main purpose of this
research is to analyze the packaging elements and its impact to consumers
buying decisions on coffee packaging. Factor Analysis method was used in this
research and the types of this research is qualitative method. 100 respondents
are contributed on this research. There are three findings in this research,
which are The Aesthetic of packaging, second is the Protection and
Environmental of Packaging, and Promotion. The recommendations that can be
drawn in this research. Companies must carefully in choosing right color on the
packaging, different packaging sizes based on consumers needs, shape of
packaging must attractive, convenience in handling, improve the durability of
packaging, a package that has no trouble on environment (friendly packages to
environment). improve the design of packaging be attractive and unique, improve
the bonus pack on packaging such a buy one get one to increase the consumers on
coffee packaging. improve marketing strategies, consumers buying decisions were
motivated by discount that listed on the packaging.
Keywords: consumers buying
decisions, factor analysis, packaging element, coffee packaging
Penulis: Christian Elroy
Mohede, W.J.F Alfa Tumbuan, Maria V.J Tielung
Kode Jurnal: jpmanajemendd180272
