The Elements of Packaging That Form A Brand Personality (Study In Aroma Premium Sekoteng Products)

Abstract

A trend to a healthier lifestyle triggers a shift in consumer’s behavior to consume healthy foods and to avoids any preservatives. Several companies in Indonesia began to contribute to this trend including UD Maju Jaya who also contributing to this trend by producing products called premium sekoteng AROMA. The problem occurred when the company experienced a sales decline as 93,4% in traditional market distribution channel and 39,4% in modern distribution channel because the product itself did not show the element of a packaging that could attract consumers to purchase since a brand personality from a packaging itself should form a bond on consumer’s thoughts and feelings unto the brand. Therefore, the purpose of this study is to determine the effect of packaging elements through brand personality on premium sekoteng AROMA. In this study data collection was done by distributing questionnaires using a purposive sampling technique with the condition that consumers who have purchased and consumed premium AROMA sekoteng products. The results show that significantly variable functionality packaging and packaging saleability tend to influence brand personality.