Brand Packaging Research Articles

INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND AWARENESS ON THE INTENTION TO BUY PRODUCTS AT HANAN CATERING

This study aims to determine the influence of social media marketing and brand awareness on the purchase intention of fast-food restaurant products. The type of research used is quantitative, using the random sampling method. The number of samples used was 198 respondents. The data collection technique was carried out using an online questionnaire distributed through social media, Whatsapp and Instagram. The data analysis technique is multiple linear regression using SPSS software to test whether social media marketing and brand awareness affect purchase intentions. The results show that social media marketing and brand awareness had a positional effect on the purchase intention of Hanan Catering products in Bandung. Social media marketing and brand awareness also simultaneously affect the purchase intention of fast-food restaurant products. Furthermore, fast food restaurant products are recommended to optimize marketing through social media for all products and introduce fast food restaurant products to grow public brand awareness. Marketing through social media is one of the best marketing strategies amidst the increasing level of digital literacy in society.

PELUANG ENTERPRENEUR WANITA TANI DALAM DIVERSIFIKASI UBI KAYU SEBAGAI BAHAN BAKU PANGAN KONVENSIONAL

The purpose of this community service activity is to carry out counseling and empowerment in the process of processing cassava into kaopi (flour) which has a soft texture, white color and a distinctive aroma (like fresh cassava) and a good packaging system and branding for business groups. women farmers in Bola Village, Batauga District, South Buton Regency, Southeast Sulawesi Province. The method of implementing community service is through the participatory action research (PAR) method which is carried out using participatory techniques such as Focus Group Discussions (FGD), surveys with the involvement of all members of business groups as interviewers, formal and non-formal discussions and discussions with stakeholders, so that people recognize the potential and existing problems and encourage participation in the activities carried out. The results of the implementation of community service activities show that the process of processing cassava into good and soft kaopi has been successful because the women farming business group has understood the stages in the kaopi processing process. So that the resulting kaopi has a soft texture, white color, does not smell and has been packaged properly in branded packaging.

Pengaruh Brand Image Dan Kepercayaan Pelanggan Terhadap Loyalitas pelanggan Kitaro Pada Agen Kitaro Toko Arra Kecamatan Pino Raya Kabupaten Bengkulu Selatan

Customer loyalty is the loyalty of consumers to a product/service. Several factors that influence customer loyalty are brand image and customer trust. This study aims to determine the effect of brand image and customer trust on customer loyalty for drinking water in the KitaRO brand packaging at the Kitaro agent, Arra Store, Pino Raya District, South Bengkulu Regency. This type of research is quantitative research with a descriptive approach. The population of this research is all customers of KitaRO branded bottled water at the KitaRO agent Toko Arra, Pino Raya District, South Bengkulu Regency. The number of research samples was 110 people. Data collection was done by observation and questionnaires. The data analysis technique used multiple linear regression analysis techniques. The results of data analysis obtained multiple linear regression equations as follows: Y = 2.188 + 1.082 X1 + 0.508 X2. The results of the analysis show that partially brand image has a positive and significant effect on customer loyalty (tcount = 10,929 and tsig = 0.000) and customer trust has a positive and significant effect on customer loyalty (tcount = 5.119 and tsig = 0.000). Simultaneously there is an effect of brand image and customer trust on customer loyalty (Fcount = 313.880 and Fsig = 0.000).It is recommended to the KitaRO Toko Arra agent to be able to increase customer loyalty by creating a high brand image and customer trust in drinking water products in the KitaRO brand packaging.

Rebranding UMKM Desa Watugolong: Meningkatkan Brand Awareness dari UMKM Keripik Gadung

The role of UMKM is very significant to the Indonesian economy, both in terms of the number of business units, employment, and contribution to gross domestic product (GDP). To develop a business, SMEs cannot be separated from how to brand products effectively. Watugolong Village was a village that has a low level of brand awareness related to the branding of gadung chips SMEs. This community service aims to increase public brand awareness in the economic field. The method used in this community service is in the form of counseling about the understanding of IP and the importance of HKI for the business world. The community service partner was Watugolong Village in Sidoarjo. The results of Community Service obtained were the understanding and desire of the community service object to manage and register IP in the interests of its business.

Public Branding, Brand Knowledge and Perceived Realism – A Discourse Analysis of the Official Press Releases of the Ministry of Health and Family Welfare (MoHFW), Government of India (GoI)

Public Branding, Brand Knowledge and Perceived Realism – A Discourse Analysis of the Official Press Releases of the Ministry of Health and Family Welfare (MoHFW), Government of India (GoI)

Research on Regional Public Brand Dissemination in Taigu Huping Jujube under the Theory of Innovation Diffusion

The research on brand construction of agricultural products is gradually rising. This paper takes the regional public brand of Taigu Huping Jujube as the research object, based on the theory of innovation diffusion, explores the innovation diffusion characteristics of Taigu Huping Jujube, and proves that they are compatible. From the perspective of communicator, receiver, communication channel and decision-making, the problems existing in the dissemination of Taigu Huping jujube brand are discovered. Finally, from the perspective of communicators, combined with the actual dissemination situation of Taigu Huping Jujube, on the basis of innovative diffusion development model, it is integrated into four stages: Cognitive positioning, Persuasion and satisfaction, Decision, and Re-diffusion, so as to promote brand communication and promote the development of local economy.

ANALISIS PENGARUH BRAND IMAGE, PRICE DISCOUNT, PACKAGE BONUSES DAN KUALITAS PRODUK TERHADAP IMPULSE BUYING PADA PRODUK ORIFLAME

This study aims to determine the effect of Brand Image, Price Discount, Package Bonuses and Product Quality on Impulse Buying on Oriflame Products. The type of method used in this study is a quantitative method with a non-probability sampling technique. This study used a sample of 97 respondents through the distribution of questionnaires. Data analysis used multiple linear regression analysis using SPSS version 23. The results of this study simultaneously showed that the variable brand image, price discount, package bonuses, and product quality had a positive and significant effect on impulse buying. However, partially the brand image and price discount variables have no positive effect on impulse buying. While the variable package bonuses and product quality have a positive effect on impulse buying.

Research on Brand Design of GUCCI Jewelry Packaging

In today's mature development of commodity economy, people's demand for jewelry increases and they have more choices in product brands. Jewelry packaging design and the combination of its brand core value embodiment and product connotation have become the focus of jewelry packaging design. The article takes branding as the starting point, and analyzes the importance of brand core value and brand positioning to jewelry packaging design by studying the core value of the product, and the strategy of branding to shape jewelry packaging design. GUCCI brand packaging design as an example, the branding packaging design on the development of the brand and the embodiment of the core value, so as to explore the branding of jewelry packaging design methods, design jewelry packaging in line with the public aesthetic, demand.

Pemberdayaan UMKM Melalui Digital Marketing dan Branding Produk pada UMKM Kerupuk Desa Bambayang Sukabumi.

This community service was carried out at Barokah Crackers UMKM, Bambayang Village, Cicurug District, Sukabumi Regency. This activity aims to empower MSMEs and provide knowledge and provide training to business actors in increasing competitiveness in this era of globalization. Because currently the economic condition has kept up with the times that all use digital in their business, but many MSMEs do not take advantage of it because they are unfamiliar with using electronics so that MSMEs are unable to compete with other products that are all online. The problem faced by Kerupuk Barokah SMEs is that there is no use of digital marketing in promoting their products and there is no implementation of branding . Digital marketing training, creating social media accounts and making packaging brand labels are expected to help MSMEs introduce their products to consumers to increase their competitiveness so that marketing can be carried out effectively and efficiently. In addition, training in recording financial reports is expected to help MSMEs become more informed about the calculation of the profit to be obtained and the estimated capital to be issued.

Statement of Retraction: Attention-Grabbing Power of Branded vs. Unbranded Packaging

Statement of Retraction: Attention-Grabbing Power of Branded vs. Unbranded Packaging

Public marketing to face wicked problems: theoretical essay for conceptual model construction

This study aims to raise evidence of how the domain of public marketing can be a wicked problem instrument to deal with. The evolution of public administration, from bureaucratic to New Public Governance, demonstrated a growing need for interaction between the State and society, which would not be possible without using marketing techniques applied to the public sector in order to communicate with the citizens and other stakeholders, despite the fear of using marketing strategies for public purposes. A literature review realized on wicked problems in political science and how marketing fields have adopted the concept for public marketing purposes. This research was deepened by designing a proposal for a conceptual model involving public marketing and the wicked problem. The essay enabled the development of a State action model, which involves three stages: analysis of the environment, communication with stakeholders and formulation of public policies. When this entire process takes place efficiently, it benefits the construction of public branding. The paper strives to analyze how the State can be the protagonist in facing wicked problems in society through the performance of public policies.

Analisis Pengaruh Citra Merek, Desain Kemasan, dan Harga terhadap Loyalitas Pelangan Melalui Kepuasan Pelanggan sebagai Variabel Intervening pada Produk Minuman Bersoda Sprite

This study aims to examine and analyze the effect of brand image, packaging design, and price on customer loyalty through customer satisfaction as an intervening variable on sprite soda products. The population in this study was the people of Surabaya City who had bought and drank Srite products in the city of Surabaya. The number of samples used in this study were 100 respondents. The sampling technique used is a non-probability sampling technique. This type of research uses descriptive quantitative. The results of this study indicate that brand image has a significant effect on customer satisfaction. Packaging design has a significant effect on customer satisfaction. Price has a significant effect on customer satisfaction, brand image has a significant effect on customer loyalty. Price has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Brand image has no significant effect on customer loyalty through customer satisfaction. Satisfaction design has no significant effect on customer loyalty through customer satisfaction. Price has a significant effect on customer loyalty through customer satisfaction.
 Keywords: Brand Image; Packaging Design; Price; Customer loyalty; Customer satisfaction

Importance of Logo and Packaging for Brand Remodeling

After some old brands of Chinese products have been reborn successfully, the secret of their brand reconstruction has been explored. Their main remolding focus will be on brand identity and brand packaging. The study reveals what's important and what's not or what's missing for brand reinvention. Through the use of questionnaires and in-depth study of related brand remodeling cases and the collection of relevant literature, this paper conducts a detailed investigation. Through the cognition of the brand, the view of the old brand, how to reshape the brand and other related issues to carry out a questionnaire survey. The results show that the strong emotion for the old brand is the direction of the people, and the importance of the innovation of logo and packaging is also unanimously recognized. Research related cases of brand reconstruction, such as "the prosperity of tea", "the rebirth of baiqueling", "the transformation of Shuangmei", etc., they are showing the importance of logo and packaging for brand reconstruction and the necessity of innovative spirit with the times. This paper collects the cognition of many scholars on brand remodeling. They argue that brand identification and packaging can be compared to a person's appearance and clothing, which are the most intuitive visual experience for consumers at first sight. Therefore, it is very important to make a good first impression; the only rule to keep a brand alive and keep its competitive advantage is the concept of innovation. There are many influencing factors of brand remodeling, but the most important is the innovation and remodeling of logo and packaging. These two are the most straightforward and obvious transformation and upgrading.

The Influence of Brand Image, Price and Packaging Design on thePurchase Decision of Pixy Brand Cosmetics (Study on Users in Bandar Lampung)

In the increasingly competitive body care and cosmetic industry, the desire to use cosmetic products has fueled competition. Currently, various types of products are circulating in the market, both those produced domestically and abroad. The diversity of cosmetic products circulating in the market will clearly influence consumer decisions in choosing cosmetic products that are suitable for their skin, and there is no risk or harmful effect on skin health.This increasingly competitive market condition makes producers compete in creating products that are most in demand by consumers and must be more creative in reading market wants and needs.. One of the most popular cosmetic brands based on Top Brand Index data is Pixy.The data used in this study is primary data obtained from the results of respondents' answers which were collected with the help of a questionnaire. The number of samples in this study were 170 respondents. The sampling method used purposive sampling, which is a technique to determine the sample with the appropriate criteria determined by the researcher. The analytical method used in this research is validity test, reliability test, analysis stage using multiple linear regression, hypothesis test, namely t test and hypothesis test, namely F test, with the help of the IBM SPSS 26 application program for windows. The results of this study indicate that the variables of Brand Image, Price and Packaging Design have a positive effect on the Purchase Decision Variable

브랜드 커피전문점의 외재적 단서와 이용동기가 소비자 태도 및 행동의도에 미치는 영향

This study was examine the effect of external cues perceived by consumers using brand coffee shops on consumer attitudes, In addition, we investigated how customers' motives for using coffee shops affect consumer attitudes, and surveyed customers who have used brand coffee shops to see how consumer attitudes affect behavioral intentions. The results of this study are as follows. First, as a result of examining the degree of influence of brand coffee shop extrinsic cue factors on consumer attitudes, it was found that brand awareness, store image, and packaging design had a significant effect on consumer attitudes. Second, as a result of examining the degree of influence of brand coffee shop use motive factors on consumer attitudes, it was found that hedonistic motives, utility motives, and conspicuous motives had a significant effect on consumer attitudes. Third, as a result of examining the effect of consumer attitudes of brand coffee shops on behavioral intentions, it was found that the influence of brand coffee shops' consumer attitudes on revisit intentions had a significant effect. Also, it was found that the consumer attitude of the brand coffee shop had a significant effect on the recommendation intention.

Determinan Minat Beli Konsumen Produk Usaha Mikro Kecil dan Menengah (UMKM) di JakPreneur

Purpose The purpose of this study is to determine the factors that influence consumer buying interest in MSME products at Jakpreneur, which is devoted to three variables, namely brand image, product quality, and packaging design. Methodology This study is an associative quantitative study and was tested with multiple regression. Data were collected by distributing questionnaires to respondents who were the research sample, namely UMKM consumers in Jakpreneur, East Jakarta. The sampling technique was accidental sampling and sample measurement techniques were based on the provisions of the experts set by the researchers for 100 respondents. Findings The results showed that there was a positive and significant influence of brand image, product quality and packaging design on consumer buying interest in MSME products at Jakpreneur. Of the three research variables, the most influential variable on consumer buying interest in MSME products at Jakpreneur is the packaging design variable. Suggestions for SMEs in Jakpreneur, especially East Jakarta, should pay attention to and improve their packaging design, both in terms of color, model or shape.

Analisis Penurunan Penjualan Dodol pada UMKM di Bojong Gede Kabupaten Bogor

Dodol is one of the many products produced by MSMEs in the Bogor district, one of which is Dodol Hj. Muhaya. For several years, especially due to the Covid-19 pandemic, sales turnover has decreased. In addition, the process of rolling Dodol still uses the manual method, so the process takes a long time and the shape is not uniform. This research aims to design a strategy using the Blue Ocean Strategy approach with a four-step framework analysis. Based on the results of the study, it was found that the create factor was the most widely used, namely creating the latest brand packaging and stickers so that consumers were more interested so that it was expected to increase sales of Dodol.

Sounds like money? Stock music, television and Donald Trump

Library music (also known as ‘stock’ or ‘production’ music) plays an important role in the depiction of Donald Trump in media productions, be it to cast him as a bold political hero, a glamorous millionaire, an authoritarian ruler or a clownish character. The various facets of Trump’s public brand are reflected in library music catalogues: tracks tagged with the keyword ‘Trump’ highlight, for example, his notoriety as business tycoon and host of reality show The Apprentice, or his candidacy and mandate as the 45th US president. In this article, we draw together original qualitative library music data with a close reading of specific television case studies to examine two main research areas. Firstly, how is Trump represented in library music catalogues, and what does this reveal about popular perceptions of him? Secondly, which library music tracks are used in media content about Trump? Where are the ‘Trump’-tagged tracks used in television, and what other kinds of library music are used in series about this president? This article explores the musical strategies which were deployed to depict Trump’s mandate and its political upheavals, and, more broadly, reappraises library music as a vital – yet underexplored – element in the construction of audio-visual meaning.

The brand analysis of Nike based on its emotional branding and marketing strategies

Nowadays, Nike has become one of the most socially-conscious brands around the world because of its effective branding and marketing strategies. Therefore, it is worthwhile to understand the brand development of Nike and explore how Nike's branding and marketing strategies put it into a favorable position in the competitive market. This paper was committed to a brand analysis of Nike taking its main product—shoes as the example. The brand value proposition of Nike is to provide accessible, fashionable, innovative, and high-performance shoes for its customers in every sport. Customer-focused emotional branding and marketing have made Nike establish a strong emotional resonance for its audience and thereby developed a prominent brand cognitive. Additionally, although traditional marketing channels have still played an important role in brand publicity, digital marketing has functioned as a booster to help Nike develop new markets and enhance customer loyalty to the brand. Nevertheless, in order to obtain greater success in the high-performance athletic-product market, Nike needs to overcome huge internal and external challenges, such as inadequate product competitiveness, the impact of Covid-19 pandemic, and global economic uncertainty. In this paper, some practical suggestions were provided for the management to improve product competitiveness and strengthen the two-way interaction between the brand and its customers.

How do public service users see public institutions? Development and validation of the public brand personality scale

Objetivo: Desenvolver a Escala de Personalidade de Marca Pública (EPMP), apresentando evidências de validade e confiabilidade de um instrumento científico de mensuração de personalidade de marca pública.Método: Realizou-se um estudo qualitativo com 142 usuários de serviços públicos da Capital do Brasil (Brasília-DF) para identificar os atributos vinculados às marcas públicas, gerando uma versão piloto da escala, que foi submetida à análise de juízes e de conteúdo, e um pré-teste. A versão final foi aplicada em uma survey com 548 usuários. Análise fatorial exploratória e a análise fatorial confirmatória foram utilizadas para a análise dos dados.Originalidade/Relevância: Apresentou-se um modelo de mensuração inédito para operacionalizar e avaliar a personalidade da marca no contexto do setor público, de forma a permitir que seja utilizada como ferramenta de diagnóstico para os gestores públicos construírem uma relação mais transparente e eficaz com os usuários dos serviços públicos.Resultados: A EPMP possui 15 traços de personalidade de marcas públicas agrupados em três dimensões - Eficiência, Relevância e Credibilidade. Todos os itens alcançaram excelentes índices psicométricos. A escala possui evidências de validade exploratória, confirmatória, interna, de construto (convergente, divergente e nomológica) e de conteúdo, e confiabilidade, gerando um instrumento científico confiável para mensurar a personalidade de uma marca pública.Contribuições teórico-metodológicas: Apresentou-se dimensões da personalidade de marca atribuídas às marcas de instituições públicas, contribuindo para a pesquisa em branding e marketing no setor público, abrindo oportunidades para estudos relacionais de marketing e organizações públicas. O uso de estatísticas robustas contribui para a credibilidade do uso da escala.