Andreanto, Reza and Sitepu, Badikenita and Siahaan, Antonius TP. (2016) Impact of Beverage Product Packaging on Consumer Purchase Decision: A Case Study of TETRA PAK product. Masters thesis, Swiss German University.

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Abstract

The purpose of this research is to study and explore the impact of beverage product packaging on consumer purchase decision of TETRA PAK’s product. Which of these packaging materials, uniqueness shape, dominant colour, environmental labelling, innovation design, printed information, background image of packaging factors are significantly influence factors to the product purchase decision? th th The primary data collected on 6 June 2016 – 27 June 2016, is obtained by the distribution of questionnaire to 125 consumers of the TETRA PAK and ask their opinion regarding product packaging of TETRA PAK products. The data is analysed using the AMOS software version 22, and structural equation modeling analysis to test the hypotheses. The results showed that beverage packaging has a direct significant influence on the consumer purchase decision of TETRA PAK product, where the highest influencing factors are printed information, followed by materials being used, environmental labelling, innovation design, background image, and uniqueness shape. However, dominant colour of beverage packaging does not have a significant influence on the consumer purchase decision of TETRA PAK product in this study.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Buying Behaviour; Beverage Product Packaging; TETRA PAK
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TS Manufactures > TS171 Product design
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	07 Jul 2020 13:53
Last Modified:	07 Jul 2020 13:53
URI:	http://repository.sgu.ac.id/id/eprint/1077

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