Kurniawan, Devina (2021) THE INFLUENCE OF VISUAL, VERBAL PACKAGING DESIGN AND PACKAGING BENEFITS TOWARDS PURCHASE DECISION OF PERFUME PRODUCT A STUDY OF YOUNG CONSUMERS IN INDONESIA. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
The objective of this study is to analyse the effect of perfume packaging design and benefits on young consumers buying decision in Indonesia. The respondent of this research are Indonesian consumers who have ever purchased authentic perfume product with the total amount of 202 consumers. This study uses descriptive statistic, regression, and One Way ANOVA that are analysed using SPPS. From the analysis that have been done in this study, the findings show that: (1) packaging design (visual and verbal) as well as packaging benefits positively affect the consumers’ buying decision. (2) There is a difference of consumers’ perception on visual packaging, verbal, and benefits towards buying decision based on age. (3) There is a difference act on consumers buying decision based on age. (4) There is a difference of consumers’ perception on verbal packaging towards xii buying decision and there is a difference act on consumers buying decision based on the level of income. (5) There is no difference of consumers’ perception on visual packaging and packaging benefits towards buying decision based on the level of income. (6) There is a difference of consumers’ perception on visual packaging, verbal packaging, and packaging benefits towards consumers buying decision as well as there is a difference act on consumers buying decision based on the level of education.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Packaging design, packaging benefits, packaging visual, packaging verbal, buying decision |
| Subjects: | Business Management > International Financial Management |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Editor 6 uajy |
| Date Deposited: | 01 Dec 2021 10:33 |
| Last Modified: | 01 Dec 2021 10:35 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25630 |
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