THE EFFECT OF BRANDING AND PACKAGING ON PURCHASE DECISIONS IN UMKM CAHAYA RASA, WRINGINSONGO VILLAGE, MALANG REGENCY
DOI:
10.54443/ijerlas.v5i4.3720Published:
2025-07-29Downloads
Abstract
This study aims to analyze the influence of Branding and Packaging on consumer purchasing decisions. In an era of increasingly tight market competition, factors such as brand image and packaging design play an important role in attracting consumer attention and influencing purchasing decisions. This study uses a quantitative approach with a survey as a method of data collection. The population in this study were consumers of UMKM (Micro, Small, and Medium Enterprises) Cahaya Rasa, Wringinsongo Village, Malang Regency. The number of samples in this study was 180 people using a purposive sampling technique. The data collected will be analyzed using multiple linear regression. The results of the study show that Branding and Packaging have a significant role in influencing consumer purchasing decisions at UMKM Cahaya Rasa. The stronger the brand image that is built and the more attractive and informative the product packaging offered, the higher the likelihood of consumers making purchases.
Keywords:
Branding Packaging Purchasing DecisionsReferences
Aaker, D. A. (1996). Building Strong Brands. Free Press.
Aaker, D. A. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
Berk, Z. (2013). Food Packaging: Principles and Practice. CRC Press.
Brown, M. (2021). The Synergy of Branding and Packaging in Consumer Goods. Kuantitatif (Survey).
Doe, J. (2020). Packaging Design and Its Effect on Consumer Behavior. Eksperimen.
Gonzalez, M. (2022). Packaging Innovations in SMEs: A Study in Emerging Markets. Kualitatif (Wawancara).
Kapferer, J. N. (2012). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (5th ed.). Kogan Page.
Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Management, 10(2), 15-19.
Khan, A. (2018). Branding Strategies for Small Business Growth. Studi Longitudinal.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Lemoine, S. (2017). The Effect of Visual Elements in Packaging on Purchase Intentions. Eksperimen.
Mowen, J. C., & Minor, M. (2012). Consumer Behavior (8th ed.). Pearson Education.
Nakamura, H. (2020). Packaging as a Marketing Tool for SMEs. Studi Kualitatif.
O'Connor, D. (2022). The Relationship Between Branding, Packaging, and Purchasing Decisions. Analisis Statistik.
Petrova, E. (2023). Influence of Branding on Consumer Choice in SMEs. Mixed Method (Survey dan Wawancara).
Schindler, R. M., & Kibarian, T. (2003). Consumer Perception of the Influence of Package
Shape and Size on Product Preference. Journal of Marketing Research, 40(4), 412-424.
Smith, J. (2019). The Role of Branding in SME Purchasing Decisions. Kuantitatif (Survey).
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging Communication: Attentional and Affective Effects of Product Imagery. Journal of Marketing, 65(3), 48-58.
Wei, L. (2021). Impact of Brand Identity on Small Business Purchases. Studi Kasus.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
Setiawan, A. (2017). Pengaruh Branding terhadap Keputusan Pembelian pada Produk Fashion di Indonesia. Jurnal Pemasaran, 21(2), 123-137.
Pratama, F., & Suryani, N. (2018). Pengaruh Kemasan terhadap Keputusan Pembelian Produk Makanan Ringan di Indonesia. Jurnal Manajemen Pemasaran, 15(1), 105-120.
Santosa, D. (2019). Pengaruh Branding terhadap Keputusan Pembelian Produk Kecantikan. Jurnal Marketing & Branding, 14(2), 75-85.
Santoso, B. (2017). Pengaruh Kemasan terhadap Keputusan Pembelian Produk Elektronik. Jurnal Ekonomi dan Manajemen, 16(3), 56-67.
.
License
Copyright (c) 2025 Mahmudatul Himma, Fullchis Nurtjahjani, Diana Eka Poernamawati, Asminah Rachmi, Muhamad Muwidha, Ane Fany Novitasari
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
