The Effect Of Packaging Elements Towards Consumer Perception Of Usability Of Product Packaging (Food and Beverage Product)

Saufika, Nabiilah Farah and , Soepatini, S.E., M.Si., Ph.D (2020) The Effect Of Packaging Elements Towards Consumer Perception Of Usability Of Product Packaging (Food and Beverage Product). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The packaging is an essential element in a product that can affect the assessment of the product. Packaging consists of several elements that can affect the usability of the product packaging. The research aims to analyze the effect of packaging elements on consumer perception of product packaging usability. This research uses a quantitative method to determine the relationship between brand names, logos, colors, packaging sizes and shapes, product information and descriptions, and packaging materials on customer perceptions of product packaging usability. Using 39 items of questions and the convenience sampling method, the data are collected from 100 samples. The data are analyzed using the Multiple Linear Regression Test, and a T-test is used to test the hypothesis. The result shows that the brand name, color, product information and description do not affect consumer perception of product packaging usability. Meanwhile, the logo, size and shape of the packaging, the packaging materials affect the consumer perception of the usability of product packaging. Keywords: Packaging elements (Brand name, Logo, Color, Packaging size and shape, Product information and description, Packaging materials), Product packaging, Customer perceptions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Packaging elements (Brand name, Logo, Color, Packaging size and shape, Product information and description, Packaging materials), Product packaging, Customer perceptions.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username b101173179
Date Deposited:	25 Feb 2021 02:44
Last Modified:	25 Feb 2021 02:44
URI:	http://eprints.ums.ac.id/id/eprint/89879

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