Abstract
The development of ready-to-drink chocolate products is a milestone to increase the added value of cocoa beans. Cocoa bean is a potential commodity of Banjaroyo, Kulon Progo Regency, DIY. The development of chocolate beverage needed ability of producers to understand consumer demand, including in terms of product appearance, so the products can be accepted in the market. This study aimed to analyze the effect of packaging of Banjaroyo chocolate beverage on buying interest. Product packaging attributes that will be examined were colors, illustrations, forms, information and typography. This study used a quantitative approach by collecting assessments of 100 respondents and qualitative data as a support. The level of influence of packaging attributes on consumer buying interest was analyzed by regression tests and descriptive analysis. The results showed that the packaging color, illustrations, forms, information and typography simultaneously affected 66.4 % buying interest. The packaging form and packaging typography and information attributes significantly influence buying interest by 48.94 % and 10.74 %. Based on descriptive analysis respondents liked the form of a sturdy packaging, and easy to hold. However, packaging requires an improvement in the completeness of product information, and the uniqueness of the illustrations.
Highlights
Kulon Progo adalah daerah terbesar penghasil kakao dengan luas lahan yang telah terpakai untuk perkebunan komoditas kakao sebesar 3.587,37 ha dengan jumlah produksi 1.164,94 ton, disusul daerah Gunung Kidul dengan luas lahan sebesar 1.421,5 ha dengan jumlah produksi 430,31 ton (BPS 2018)
Paper must be submitted to http://journal.trunojoyo.ac.id/agrointek/index and journal template could be download here
The abstract is a condensed version of an article, and contains important points ofintroduction, methods, results, and conclusions
Summary
Kemasan merupakan wadah atau bungkus dari suatu produk. Kemasan adalah aspek lain dari strategi produk yang perannya semakin penting saat ini. Beberapa hal yang dapat dilakukan mengenai strategi kreatif ini adalah dengan memodifikasi sisi-sisi tertentu dari suatu produk, antara lain (1) warna; (2) bentuk; (3) merek dan logo; (4) illustrasi; (5) tipografi (Resmi dan Wismiarsi, 2015). Bentuk sebuah kemasan dapat menjadi alat komunikasi untuk memengaruhi persepsi, menarik hati, dan membangun keinginan konsumen untuk memiliki produk bahkan sebelum mereka membaca label atau melihat produk yang sesungguhnya (Resmi dan Wismiarsi, 2015). Jenis kelamin adalah faktor biologis responden berupa perbedaan bentuk, sifat, dan fungsi yang menentukan perbedaan peran mereka sesuai dengan yang tertera pada tanda pengenal saat pengisian kuesioner. Harga produk minuman cokelat ini direncanakan antara Rp7.500,00 sampai Rp 10.000,00 dapat dikatakan bahwa harga yang ditetapkan tersebut memang pas dengan kantong mahasiswa. Yaitu dengan jumlah responden 100 dan taraf signifikansi 5 % maka r tabel bernilai 0,195
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