Pengaruh Fungsi, Ukuran, dan Bentuk Jendela Kemasan serta Model Lipatan Kemasan terhadap Perilaku Pembelian
DOI:
https://doi.org/10.33633/andharupa.v3i01.1314Abstract
AbstrakPenelitian ini dilakukan untuk memperoleh temuan tentang pentingnya fungsi, ukuran, dan bentuk  jendela kemasan, serta model lipatan kemasan dalam mempengaruhi perilaku pembelian. Obyek penelitian yang digunakan adalah kemasan J.Pops baby dan kemasan Holland Bakery. Pemilihan obyek penelitian ini karena representatif terhadap desain kemasan yang merupakan inti dalam keilmuan desain produk kemasan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui survey. Sedangkan teknik analisisnya menggunakan teknik analisis data Regresi Linear. Responden yang menjadi rujukan, berdomisili di Sidoarjo dan Surabaya dengan jumlah 106 konsumen. Hasil penelitian ini membuktikan bahwa fungsi jendela kemasan memiliki pengaruh secara positif dan signifikan terhadap perilaku pembelian. Sedangkan ukuran jendela kemasan, bentuk jendela kemasan, dan model lipatan kemasan tidak memiliki pengaruh terhadap perilaku pembelian. Temuan ini memberikan masukan kepada desainer yang bergerak di bidang kreatif kemasan untuk lebih memfokuskan pada fungsi jendela kemasan dari pada bentuk dan ukuran jendela kemasan, serta bentuk lipatan kemasan.  Kata Kunci: Jendela kemasan, Model lipatan, Perilaku pembelian AbstractThis research was conducted to identify the importance of the function, size, and shape of the picture window and Packaging Folding Model that influencing buying behavior. Object of this research are J.Pops packaging and baby Holland Bakery packaging. This research uses a quantitative approach to data collection through surveys and data analysis using linear regression techniques. This research was conducted by 106 consumers domiciled in Sidoarjo and Surabaya. This research proves that only the window function packaging that has a positive and significant influence to the buying behavior. While the size of the packaging window, window shapes packaging and packaging folds models do not have an influence to the purchasing behavior. It advise designer who engaged in the field of creative packaging to focus more on function rather than shape and size of the windows packaging packaging folded models.  Keywords: Window Packaging, Folding Model, Buying behaviorReferences
Budiardjo, Hardman. 2016. The Impact of Packaging Design to Purchase Behavior through Brand Trust. International Journal of Business and Management Invention, Vol. 5-Issue 1-Version-1.
Priscilla Christy & J, Ellyawaty. 2015. Pengaruh Desain Kemasan (Packaging) Pada Impulsive Buying. Program Studi Manajemen, Fakultas Ekonomi, Universitas Atma Jaya Yogyakarta Jalan Babarsari No. 43 – 44, Yogyakarta
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. 1988. SERVQUAL: A multi-ıtem scale for measuring consumer perceptions of service quality. Joumal of Retailing, Vol. 64, pp. 13-40.
Zehir, Cemal; Sahin, Azize; Kitapci, Hakan and Ozsahin, Mehtap. 2011. The Effects Of Brand Communication And Service Quality In Building Brand Loyalty Through Brand Trust. The Empirical Research On Global Brands , The 7th International Strategic Management Conference. Paris-France.
Hooley, G.I., Greenley, G.E., Cadogan, J.W. and Fahy, J. 2005. The Performance Impact Of Marketing Resources. Journal of Business Research, Vol. 58 No. 1, pp. 18-27.
Julianti, Sri. 2014. The Art Of Packaging: Mengenal Metode, Teknik, dan Strategi Pengemasan Produk untuk Branding dengan Hasil Maksimal. Penerbit: PT. Gramedia Pustaka Utama. Jakarta.
Husein Umar. 2007.Metode Penelitian untuk Skripsi dan Tesis Bisnis. Edisi Kedua. Jakarta: PT Raja Grafindo Persada.
Sugiono. 2011. Metode Penelitian Kombinasi. Bandung: Penerbit Alfabeta.
Downloads
Published
Issue
Section
License
Copyright (c) 2017 ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
