The Influence of Product Packaging Design and Social Media Advertising on Purchase Intention
(Study on Users of Kahf Branded Care Products)
Keywords:
Kahf, Product Packaging Design, Social Media Advertising, Purchase Intention
Abstract
The purpose of this study is to analyse the influence of men's awareness of their skincare and appearance, as well as the development of the skincare industry specifically for men, such as the Kahf brand. This research uses a quantitative approach with data collection through distributing questionnaires to 112 respondents. The analysis method in this study was carried out with the help of SPSS software ver. The results showed that product packaging design and social media advertising have a positive and significant influence on the purchase intention of Kahf products. These findings provide important insights for skincare and marketing companies in designing effective product design and social media advertising strategies to increase consumer purchase intentions. In addition, this study also highlights the importance of considering other factors that may influence purchase intention, which could be the subject of further research.
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Suprapto, W., Hartono, K., & Bendjeroua, H. (2020). Social media advertising and consumer perception on purchase intention. SHS Web of Conferences, 76, 01055.
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Uma Sekaran, 2006. Metode Penelitiaan Bisnis. Jakarta: Salemba Empat.
Willy, W., & Nurjanah, S. (2019). Pengaruh Kemasan Produk Dan Rasa Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian Pelanggan Minuman Energi. Jurnal Ilmu Manajemen, 8(2), 65-74.
Zhu, Y. Q., & Chang, J. H. (2016). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442–447.
Ahmed, R.R., Parmar, V., Amin, M.A., 2014, Impact of Product Packaging on Consumer’s Buying Behavior, European Journal of Scientific Research, 121(1).
Ahmed, R.R., Ahmad, N., Parmar, V., Khoso, I., 2014. Role of Packaging and Labeling on Pakistani Consumers Purchase Decision, European Scientific Journal, 10 (16): 464-473.
Alalwan, Ali Abdallah. (2018). Investigating The Impact of Social Media Advertising Features on Customer Purchase Intention. International Journal of Information Management, 42, 65-77.
Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139–149.
Bae, I. H., & Zamrudi, M. F. Y. (2018). Challenge of social media marketing & effective strategies to engage more customers: Selected retailer case study. International Journal of Business Society, 19(3), 851–869.
Bahrainizad, Manijeh., & Azadeh Rajabi. (2018). Consumers' Perception of Usability of Product Packaging and Impulse Buying: Considering Consumers’ Mood and Time Pressure as Moderating Variables. Journal of Islamic Marketing, 9 (2), 262-282.
Banerjee, S. (2013). An Empirical Analysis on Attitude of Indian Consumers Towards Packaging & Labelling Across Different Product Categories. Journal of Marketing & Communication, 1-12.
Celia, D., Henley, D., Fowler Jingxue., Y., Stout, B., & Goh. (2011). Label Design: Impact on Millennials' Perceptions of Wine. International Journal of Wine Business Research, 7 – 20.
Duffett, Rodney Graeme. (2015). Facebook Advertising’s Influence on Intention-to-Purchase and Purchase Amongst Millennials. Internet Research, 25 (4), 498-526.
Ferdinand, Augusty. (2002). Structural Equalition Modeling dalam Penelitian Manajemen. BP.Undip, Semarang.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Ghozali, I. (2018). Aplikasi Analisis Multivariate IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Goodman, Peter. 2013. Everything You Need to Know About Social Media Ads.
Goya. (2013). Advertising on social media. Journal of Advertising Research, 44(4), 410–418.
Hanaysha, J. R. (2018). Customer retention and the mediating role of perceived value in retail industry. World Journal of Entrepreneurship Management and Sustainable Development, 14(1), 2–24.
Herawati, H., & Muslikah, M. 2019. Pengaruh Promosi dan Desain Kemasan Terhadap Keputusan Pembelian Sariayu Putih Langsat. Kinerja, 2(01), 17-35.
Klimchuk, Mаriаnnе dаn Sаndrа А. Krаsovеc. 2006. Dеsаin Kеmаsаn. Jаkаrtа: Еrlаnggа.
Kotler, P. & Keller, K.L. (2012), Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed., global edition.). London: Pearson Education.
Kotler, Philip dan Gary Amstrong. 2015. Prinsip-Prinsip Pemasaran. Jilid 1 dan 2. Edisi 12. Erlangga. Jakarta.
Kotler, Philip & Kevin Lane Keller. (2008). Manajemen Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To Be or Not To Be in Social Media: How Brand Loyalty is Affected by Social Media? International Journal of Information Management, 33(1), 76–82
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131.
Maholtra, K Naresh. (2018). Marketing Research; An Applied Orientation (3 rd edition). New Jersey: Prentice Hall. Inc.
Martins J, Costa C, Oliveira T, Gonçalves R, & Branco F. (2017). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.
Marshall, D., Stuart, M., & Bell, R. (2006). Examining the relationship between product package colour and product selection in pre-schoolers. Food Quality and Preference, 15-21.
Rasty, F., Chou, C. J., & Feiz, D. (2013). The Impact of Internet Travel Advertising Design, Tourists’ Attitude, and Internet Travel Advertising Effect on Tourists’ Purchase Intention: The Moderating Role of Involvement. Journal of Travel and Tourism Marketing, 30(5), 482–496.
Riskyady, Y. F., & Sulistyowati, R. (2021). Pengaruh Media Sosial Dan Harga Terhadap Keputusan Pembelian Tiket Pertandingan Sepak Bola Persebaya Pada Loket . Com Raya Sulistyowati. 9(2), 1181–1187.
Rundh, B. (2005). The multi-faceted dimension of packaging Marketing logistic or marketing tool? British Food Journal, 670-684.
Schiffman dan Kanuk. 2008. Perilaku konsumen. Edisi 7. Jakarta: Indeks.
Setiawan, L. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Green Tea Esprecielo Allure. Jurnal Manajemen Pemasaran, 12(1), 53-60.
Spears, Nancy and Surendra N. Singh.2004. Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising. Volume 26, Number 2.
Sudana, I. M., & Setianto, R. H. (2018). METODE PENELITIAN BISNIS & ANALISIS DATA dengan SPSS. Penerbit Erlangga.
Sugiyono. (2021). Metode Penelitian Kuantitatif Kualitatif Dan R&D (2nd Ed.). Alfabeta.
Suprapto, W., Hartono, K., & Bendjeroua, H. (2020). Social media advertising and consumer perception on purchase intention. SHS Web of Conferences, 76, 01055.
Stаnton, Williаm.J. 2006. Prinsip Pеmаsаrаn. Jilid 1. Аlih bаhаsа olеh yohаnеs Lаmаrto. Еdisi kе 7. Jаkаrtа : Еrlаnggа
Tohir, Mohamad & Soewardikoen, D. Widiatmoko. (2015). Visual Identity and Packaging of Dairy Products From Small and Medium Enterprises. Bandung: 4th Bandung Creative Movement International Conference on Creative Industries 2017.
Uma Sekaran, 2006. Metode Penelitiaan Bisnis. Jakarta: Salemba Empat.
Willy, W., & Nurjanah, S. (2019). Pengaruh Kemasan Produk Dan Rasa Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian Pelanggan Minuman Energi. Jurnal Ilmu Manajemen, 8(2), 65-74.
Zhu, Y. Q., & Chang, J. H. (2016). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442–447.
Published
2023-12-15
How to Cite
Arif Ahmad Dhani, Mahrinasari Mahrinasari, & Dwi Asri Siti Ambarwati. (2023). The Influence of Product Packaging Design and Social Media Advertising on Purchase Intention . Brilliant International Journal Of Management And Tourism , 4(1), 12-27. https://doi.org/10.55606/bijmt.v4i1.2449
Section
Articles
