The Influence Of Creative Packaging Design On Customer Curiosity To Process And Purchase Intention “Click” Toothpaste Product

Setyawan, Danysha Alivia and , Soepatini , S.E., M.Si., Ph.D (2024) The Influence Of Creative Packaging Design On Customer Curiosity To Process And Purchase Intention “Click” Toothpaste Product. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study seeks to examine the impact of creative packaging on the mediator, namely curiosity as the foundation of a consumer's taste, which leads to buy intention. This study focused on one of Indonesia's new toothpaste brands, CLICK, which is gaining popularity on the market due to its unusual and creative packaging and involvement of external brand ambassadors. This study method takes a quantitative approach. This study's demographic consisted of 17-year-old consumers who knew about CLICK but had never purchased a product from them. A purposive sample strategy was used to collect data via an online survey. This study's data was analyzed using the Partial Least Squares (PLS) 3.2.6 structural equation model. This study discovered that imaginative packaging design has a considerable impact on purchase intention. Meanwhile, divergence and relevance drive curiosity, which leads to buy intention. Aside from that, this study suggests that curiosity serves as a mediating variable in purchase intention via divergence and relevance. These findings suggest that the two initial variables have an effect on increased purchasing intention. Thus, divergence and relevance play an important role in eliciting curiosity, which leads to purchase intention in potential customers.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Divergence, Relevance, Curiosity, Purchase Intention, Creative Design, Creative Packaging
Subjects: H Social Sciences > HD Management, Business and Labor
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: DANYSHA ALIVIA SETYAWAN
Date Deposited: 19 Nov 2024 06:54
Last Modified: 19 Nov 2024 06:54
URI: http://eprints.ums.ac.id/id/eprint/129009

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