Tanti Handriana, Dr., S.E., M.Si. and lndriani Yuningsih (2016) Preferensi Konsumen Atas Merek Berbasis Pada Desain Kemasan Visual Pada Produk Minuman Kemasan. Seminar Nasional Forum Manajemen Indonesia (FMI) ke-8. p. 91. ISSN 978-602-8824-89-7

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Abstract

The purpose of this study to analyze the effect of visual packaging design, perceived quality, perceive value to brand preference. This s111dy used survey method, using 150 sample. there are consumers of beverage product in pt1ckage. Structural Equation Model (SEM) with AMOS software used os analysis technique. The result of tlus study that one hypotesis is not supported and five hypoteses are supported, there are the effect of packaging design in visual perspective to consumer perceived in beverage product quality, the effect of visual packaging design to perceived product quality, the effect of perceived product quality to brand preferent, the effect of perceived product quality to perceived product value; and the effect of perceived product value to brand preference. As for the effect of attitude of visual packaging design to brand preference was not supported. The contribution of this study is for businesses beverages in containers can be used as a reference in the business, while the results of this study are also expected to contribute in the development of marketing, particularly related to the brand and packaging.

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