THE EFFECTS OF WATCH VISUAL PACKAGING DESIGN, PACKAGING MATERIAL, AND PACKAGING INNOVATION TOWARDS CONSUMER BUYING DECISION IN CV. SATRIA KARYA UTAMA

Abstract

Creative Industry is a new era in the modern industry. In Indonesia, the amount of in creative industry contributors in GDP (Gross Domestic Product) keeps growing positively. Fashion industry is one of the biggest contributors in the developing the creative economy growth. One of the fashion industries is watch industry, and so is the packaging for the product itself. CV. Satria Karya Utama is a watch packaging manufactur company that is established in 2017. The company focuses on designing and producing wooden watch packagings. However, the company needs to know which aspects of watch packaging that should be optimized to gain competitive advantage. This research is conducting a further analysis by distributing 97 questionnaires to the respondents using purposive sampling method. The questionnaires are distributed to people in Surabaya who owns or uses watches. The research aims to identify the influence of watches’s Visual Packaging design, Packaging material, and Packaging Innovation towards Consumer Buying Decision in CV. Satria Karya Utama. The questionnaire is based on 5-point Likert scale and the data are analyzed using Multiple Linear Regression method. The results show that Packaging Innovation has significant influence towards Consumer Buying Decision. However, Visual Packaging Design and Packaging Material do not have significant influence towards Consumer Buying Decision.