This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
Effect of Store Image on Store Loyalty and Perceived Quality as Mediation (Cu...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Effect of Store Image on Store Loyalty and Perceived Quality as Mediation (Cu...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The purpose of research is to develop a comprehensive model by measuring the influence of product
quality, price and brand image on customer satisfaction through purchasing decisions. The research applies a
descriptive research design using survey methods. Sampling technique uses convinient sampling. Research data
processing uses the structural equation modeling
Brand image and Consumer psyche by continuous change in Brand Packaging. Hasnain Iqbal
A group presentation on research report. The effect on Consumer buying behavior, Brand image and Consumer psyche by continuous change in Brand Packaging.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
: This study aims to analyze the Influence of Customer Behavior electronic banking users in the study of Islamic banks in East Java, using explanatory research (explanation), this study conducted a study of the relationship between two or more variables, then tried to explain the phenomenon that happens on stage early will know the extent to which customers believe in the existence of e-banking, after further customer confidence arising will form a true customer commitment and, last but not least the importance of trust and commitment to the customer then tested as well whether it will also create a customer loyalty to the existence of e- banking
Prescription Modifying Marketing Factors: A Survey among the Clinicians in Ba...inventionjournals
It was aimed at finding out the important factors those influence the prescription preparation of doctors during their daily life consultancy. It was a descriptive, cross-sectional survey conducted by purposive, convenient sampling. 200 registered practicing doctors from different regions of Bangladesh were interviewed with the prepared self reporting questionnaire from February 2013 to October 2013. Questionnaire was prepared and finalized after pretesting. The measurement was made on the basis of 5 point Likert scale and data were analyzed by using SPSS 16 version and Microsoft Excel®. It was found that doctors consider company image, brand availability, regular promotion, easy brand name, scientific information, and personal experience related confidence with high preference. Promotional tools and representatives’ improvisation, low price of brands are relatively less sensitive to doctors. This study provides only selected aspects on pharma marketing; larger study may reveal the scenario more precisely.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The purpose of research is to develop a comprehensive model by measuring the influence of product
quality, price and brand image on customer satisfaction through purchasing decisions. The research applies a
descriptive research design using survey methods. Sampling technique uses convinient sampling. Research data
processing uses the structural equation modeling
Brand image and Consumer psyche by continuous change in Brand Packaging. Hasnain Iqbal
A group presentation on research report. The effect on Consumer buying behavior, Brand image and Consumer psyche by continuous change in Brand Packaging.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
: This study aims to analyze the Influence of Customer Behavior electronic banking users in the study of Islamic banks in East Java, using explanatory research (explanation), this study conducted a study of the relationship between two or more variables, then tried to explain the phenomenon that happens on stage early will know the extent to which customers believe in the existence of e-banking, after further customer confidence arising will form a true customer commitment and, last but not least the importance of trust and commitment to the customer then tested as well whether it will also create a customer loyalty to the existence of e- banking
Prescription Modifying Marketing Factors: A Survey among the Clinicians in Ba...inventionjournals
It was aimed at finding out the important factors those influence the prescription preparation of doctors during their daily life consultancy. It was a descriptive, cross-sectional survey conducted by purposive, convenient sampling. 200 registered practicing doctors from different regions of Bangladesh were interviewed with the prepared self reporting questionnaire from February 2013 to October 2013. Questionnaire was prepared and finalized after pretesting. The measurement was made on the basis of 5 point Likert scale and data were analyzed by using SPSS 16 version and Microsoft Excel®. It was found that doctors consider company image, brand availability, regular promotion, easy brand name, scientific information, and personal experience related confidence with high preference. Promotional tools and representatives’ improvisation, low price of brands are relatively less sensitive to doctors. This study provides only selected aspects on pharma marketing; larger study may reveal the scenario more precisely.
Role of Behavioural Finance in the Financial Marketinventionjournals
There are mainly two disciplines of financial market study viz. Conventional Finance and the recent development known as Behavioural Finance. Conventional finance foundation is mainly based on efficient market concept, Investor rationality concept and the modern portfolio theory developed by Markowitz. But till 1990 the conventional finance theories were not so been challenged. But from mid 90’s researchers have shows many shortcomings of the existing theory and particularly challenged the investor rationality concept. As a result a new paradigm known as behavioural finance has been developed. In this paper an attempt has been made to highlight the shortcomings of the traditional finance theories as pointed out by behavioural finance supporters and also a discussion on the significance of behavioural finance.
The Influence Of Organizational Culture, Task Complexity and, Competence On J...inventionjournals
This study analyzes the Influence of Organizational Culture, Complexity Duties, Competence on Job Satisfaction, Organizational Citizenship Behavior, And Performance Hospital Nurse Army Kodam VII / Wirabuana In Sulawesi. The design of this research is a comparative study with the causal approach. The study population was all nurses Army Hospital Kodam VII / Wirabuana in Sulawesi amounted to 1,180 nurses. The number of samples used were 298 nurses. Methods of sample selection is done by purposive random sampling. This data analysis technique is using Structural Equation Modelling (SEM). Based on analysis results and hypotheses testing, the conclusions of this research are the organizational culture dominant influence on job satisfaction of nurses in RSAD Kodam VII / Wirabuana Sulawesi; the organizational culture dominant influence on organizational citizenship behavior (OCB) nurses in RSAD Kodam VII/Wirabuana Sulawesi and Cultural organizations dominant influence on the performance of nurses in RSAD Kodam VII/Wirabuana Sulawesi.
Improving the quality of service through the application of CRM in insurance ...inventionjournals
Nowadays the quality of service is becoming increasingly important in insurance product differentiation in terms of strong competitiveness. In order to be successful and to survive in the conditions of this competition, providing high quality service have special importance for any company or economic enterprises, in particular in the insurance industry . Even in Albanian insurance companies today are being dedicated more and more attention to increasing the quality of services. The relationship between service quality and customer satisfaction has received considerable academic attention in recent years. This article explores the impact of CRM on customer satisfaction and their retention in insurance companies in Albania. Primary data were collected using a structured questionnaire with questions related to CRM, its impact on customer satisfaction and loyalty to the insurance companies in Albania. Secondary data were analyzed using data published by the FSA (Financial Supervisory Authority). The findings of the study provide that CRM can impact positively on the customer satisfaction and their loyalty to the insurance companies. If the insurance company retains relationships with its customers, customer loyalty to the company will increase, therefore, a CRM application will increase customer satisfaction
Internal Control System in Perspective Personal Bankers (Case Study: Mandiri ...inventionjournals
The purpose of this study was to determine the extent to which the program improved by quality of service for customer satisfaction and loyalty premium associated with the bank's internal control system. The study used a qualitative approach by primary data and secondary data (interview semi-structured interview and documentation). Testing the credibility of the data can be done by way of an extension of observation, increased by diligence in research, triangulation, discussions with peers, negative case analysis and member check. In interpretive, how to learn the social groups and social structures created by express condition of experience and personal problems.
Determinants Of Customer Participation In Online Shoppinginventionjournals
This research aims to examine and explain the determinants of customer participation in online shopping.The approach of Partial Least Square (PLS) with Smart PLS software is employed in this study to analyze cross section data and prove the hypotheses proposed in the research. The sample of the study includes students of Mulawarman University who used to do online shopping. The participants were recruited through snowball technique.This study shows that only five of the nine hypotheses are supported; the other four are not supported or accept Ha and reject H0. The construct of the ability of vendor has a positive effect on trust, but not significant. Furthermore, the ability has a significant negative effect on transaction-perceived risk. The ability to influence vendor participation in online shopping has no significant effect, while experience has a significant positive effect on trust. On the other hand, experience has a significant negative effect on transaction-perceived risk. Experience has a significant positive effect on online shopping participation. Trust has a significant negative effect on transaction-perceived risk; however, it has a positive influence on online shopping participation, yet not significant. Last, perceived-transaction risk has an insignificant positive effect on online shopping participation
The effects of political connection on corporate social responsibility disclo...inventionjournals
This paper examines the effects of political connection on CSR disclosure. The measurement of political connection is separated into two which were government ownership and representation of politicians on boards. From a sample of 300 non-financial companies listed in Bursa Malaysia for the year 2013, results from the regression analysis show that government ownership positively influences CSR disclosure. However, we are unable to find any significant effects of having politicians on boards on CSR disclosure. Findings from this study add to the literature on the impact of political connection on CSR disclosure. They also broaden the literature on the different effects of different political connection proxies on CSR disclosure from a developing country that is now economically recognized by the global community.
Correlation and dependence between: Business –Globalisation - Information Soc...inventionjournals
Changes in competition which are being observed constitute both the result and condition of globalisation. The structure and degree of strictness of competitive fight influence directly the international development strategies of enterprises. Competition in a global dimension creates new systems of connections, as well as a new dimension of the quality of technological progress and new methods of obtaining competitive advantage. It extorts, so to speak, the creation of new models of organising, different ways of coordinating and configuring activities and cooperating with the environment. An important solution that allows to increase the enterprise efficiency functioning is cooperation on the following line: business – globalisation – knowledge. The purpose of this article is to introduce the relationship, as the latest trend inherent to the process of globalisation, playing an important role in the process of international expansion of enterprises. The aim of this article is to give an answer to the following questions: 1.Is there a correlation between business, globalisation, information society and global society? 2.What factors influence the development of business and the process of globalisation and can they be explicitly defined? 3.If there is a correlation between business, globalisation, information society and global society what is the most important factor in this relation?
Luxury Fashion Market In Nıgerıa: The Impact Of Consumers’ Socio-Economic Sta...inventionjournals
Nowadays any good or services termed ‘Luxury’ has been elaborated to mean more than price. Luxury products provide more than ordinary and necessary comfort or features.When compared to other products, it is evident that their price is relatively higher, they are rare, high in quality and aesthetical. In this study, we investigate the relationship between consumers’ socio economic status on their decision making on international luxury fashion brands and the effect of this socio economic statuson consumers’ behavior, perception, purchase decision and social value dimension. The study describes the result obtained from a survey conducted on 182 respondents who either works or lives in Lagos or Abuja, Nigeria. About 50 percent of the respondents are within the working ages between the ages of 31 to 40 years. It could be deduced also from the result that many of the respondents are middle aged and in their active years. Based on the factor analysis conducted in our research, consumers want to purchase luxury products that are not produced en masse, consumers buy a product because of its status and most consumers are interested in new products with status regardless of the price as long as the quality is superior to other brands. The results of the research indicate that socio-economic status of consumers(Gender, Civil Status, Age, Education, Social Status, and Personal Income) has great influence on consumers’ behavior, consumers’ perception, consumers’ purchase decision and social value dimension of international luxury fashion brands
Assessment of CSR Law in Companies Act, 2013 – An Analysis of the Performance...inventionjournals
Introduction: The new law making CSR expenditure and reporting mandatory for certain companies is a new chapter in the Indian corporate world and has provided a necessary boost to the status of companies’ responsibility towards the stakeholders, and transparency and accountability of their actions. Need: The mandatory 2% spending of profits on CSR activities got mixed reaction from corporate executives. To ensure that the enforcement of the law isn’t limited to the term “cheque-book CSR”, regular exploration of the companies’ CSR expenditures and their consequent outcomes is absolutely essential. Objective: The paper aims to assess the outcome of Section 135 of the Companies Act, 2013, in the first year of its implementation among the BSE-SENSEX companies. Research methodology: Secondary sources were utilized for collecting profits and CSR expenditure figures of the selected 30 companies for conducting an ex-post analysis for the year 2014-15. Key findings of the study: Less than 15% of the BSE-SENSEX companies had spent on CSR activities an amount that is equal to or greater than the stipulated 2% of the average profits of the preceding 3 years as per Section 135 of Companies Act, 2013. Implications: Immediate attention of regulatory bodies is desired towards companies failing to dispense the funds earmarked for CSR as stipulated by the law to ensure compliance.
Exploring the relative effects of Selling Skills on customer satisfaction: A ...inventionjournals
The purpose of this study is to analyze the relationship between salespersons selling skills and customer satisfaction. Those skills include interpersonal, salesmanship and technical skills. The research is designed by a model. The model replicates a relationship of selling skills and customer satisfaction. Cronbach Alpha is calculated to evaluate the reliability of the study. Sample data was collected through online and on spot survey. The findings show that there is a strong relationship between salespersons selling skills and customer satisfaction. Technical skills contributed more to the customer satisfaction. Moreover, customer is not satisfied with current condition of hardware market and selling skills scored very low. The study finally suggests SMEs of Khulna City to take steps for improving salespersons selling skills as those are related to customer satisfaction thus relates to organizational performance
Criteria for Investing In the Market of Visual Artsinventionjournals
The market for visual arts develops a complex activity requiring the identification of many key variables to establish valid investment criteria, as to obtain reasonable profits. This makes it necessary to differentiate the intention of the purchase between investment and collection. Then, setting as the central axes of analysis the piece and the artist, the trajectory of iconic and emerging elements are investigated and compared, to identify the criteria that the buyer should consider when purchasing a piece of visual art, due to the way this economic activity is segmented, precise parameters are required to make an investment.
Sustainable Leadership Competency Model Leading To Business Growth and Develo...inventionjournals
This study identified a sustainable leadership competency model leading to business growth and development for developing healthcare executives in Kolkata, India based on the Healthcare Leadership (HL) Model. Eleven chief executive officers and chief medical officers were interviewed. They considered 86% of the Healthcare Leadership (HL) competencies as very important or vital and perceived a gap in the performance of these competencies. They also identified additional vital competencies beyond the scope of the model. Participants also reported that leadership development and succession planning programs were lacking. Recommendations are to design a leadership development program using the HL model as a framework and further customizing the approach as per the organization’s unique mission, vision, strategy, values, and circumstances. The HL is offered as a general strategy for leader development that could be useful in the growth and development of Indian private healthcare industry, based on some “best practices” in the design and implementation of the leadership programs.
The Principles of natural justice in public administration and administrative...inventionjournals
: According to S.B.M Marume (1988) and J.M Stevens (1982:279), it is maintained that in many democratic societies both developed and developing ones where administrative adjudication affects the rights of an individual, the common law principles of natural justice require that an individual citizen affected by a decision should: be given a fair hearing; that s/he be informed of the case against him/her; be given an opportunity to prepare and present his/her case and that the institution taking the decision be unbiased.
The Importance of E-Commerce in Terms of Local Development: A Study in Turkey1inventionjournals
Internet is a great technology as well as a vast information storage, communication tool, trading platform, education field, business and entertainment environment. Internet is also the front door of the change and development and especially of the information community that is the bearer and courier of the development existing in the scientific and technologic fields. For this reason, E-commerce, which leaves its mark on the world market and gains more importance against the classic type of trade, also occupies a quite important position in national economy. The objective of our study is; to examine this commerce platform that is established as of today in city of Gümüşhane (Turkey) and to research the potential of E-commerce with regards to national economies and the factors that effect this potential.
Tourism as a multiplier effect in economy: the case of Albaniainventionjournals
Tourism is an important economic activity in most countries worldwide. This sector has significant direct and indirect impact in the economy. The determination of the multiplier effect of tourism is very important part of economy. The multiplier effect measures the expenditures done on other part of economy, rather than tourism. Tourism not only creates job but also encourages growth on other sectors of industry.
Life Insurance Company of Liability under Insured Fund Management Based On Go...inventionjournals
This important think for this research about the principles of Good Corporate Governance (GCG), which can serve as guidelines liability life insurance company and managing a fund. As we know that PT. Asuransi Jiwasraya (Persero) as one of the oldest companies in Indonesia who has experience with a range long enough, so that you have more opportunities to learn and make improvements in service quality improvement responsibilities in managing the funds of the insured. This research is supported by a variety of sources, both the primary and secondary as well as sociology of law, so that the journal presents about explanations and conclusions appropriate methodology and perspective of the data. GCG principles in life insurance companies studied in this journal aims to increase efficiencies, increase productivity, and improve the quality of care in the management of funds such as account for the insured. Business insurance is having great potential to support the national economy, a business that has managed by collect some premiums from public funds. In this case, legislation adequate and binding on Indonesia intended as optimal achievement in the field of supervision, resulting in the insurance business situation, especially the life insurance industry is transparent, healthy and able to do the best service to all stakeholders in the industry of life insurance business. But in reality, there are many insurance companies that fail in securing public funds that have been collected by the payment of premiums.
Document Control Effectiveness in ISO 15189 Accredited Laboratoriesinventionjournals
ISO 15189 is the global quality management standard published by the International Organization for Standardization (ISO). Document control is one of the Key requirements of ISO 15189. It is considered Document control is the major quality element to establish a quality management system. The research study was carried out to understand the effectiveness of a document control system followed in accredited medical laboratories. It was the key objective to identify the importance of document control system hypothesis vs practical implementation and Challenges of Document control system implementation. It was really hard to categorize the implementation status of document control, but I have tried to analyze it. In the study volume of up to date control document usage in functional area is estimated. Various effects of document control are also analyzed before implementing the accreditation system and post accreditation system. A structured document control system is also observed and compared with pre and the post accreditation system. In the study all reported events are analyzed to find out out the reported event in related to document control system. Risk analysis of document used in the laboratory is also analyzed. Total risk scoring is done based on the document risk involvement. Major challenges observed in the manual document control system. A suggestive idea is prescribed in the improvement of a document control system.
Stock Market Integration of Asean+6 on Indonesia Composite Stock Price Index ...inventionjournals
The impact of economic globalization allow intertwined relationships and interplay between capital markets in the world. Attractive financial instruments and are commonly used as an alternative to investing in the stock market one of them is stock.This research aimed to analyze the relationship of the integration of ASEAN + 6 long term and short term stock market on Indonesia Stock Price Index (JKSE), to test the effect of ASEAN + 6 stock market shock on Indonesia Stock Price Index (JKSE) and provide managerial implications that could be performed by investors. Method that used in this study is VAR/VECM. Result show that PSEi, Kospi and BSESN have positive correlation toward JKSE, while SET, NZX50, and SSE have negative correlation toward JKSE. In short term, PSEi and Kospi show negative correlation toward JKSE. Stock price index KLSE, Nikkei225, STI and AORD show no influence toward JKSE. PSEi, Kospi and BSESN stock price index shock have effect to increasing JKSE in long term, while SET, NZX50, and SSE stock price index shock have effect to decreasing JKSE in long term. For those investors who invest in the BEI shall observe the movement of the stock price index of the Philippines (PSEit), the stock price index of the Republic of Korea (Kospi) and index stock price index of India (BSESN) as a reference or consideration for investment decisions. Investors from Indonesia may invest in Malaysia, Japan, Singapore and Australia where the three countries based on test VECM have no effect on Indonesia Composite Stock Price Index.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loy...IJAEMSJORNAL
This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.
Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
The current study analyzes the impact of various communicational avenues (Controlled communication,
uncontrolled communication) and brand name over brand attitude in the context of Retail Industry in Bangladesh.
The nature of the study will be co relational, and the researcher will conduct questionnaire survey for further
analyses to examine the relationships among research variables. The researcher will use statistical techniques such
as mean, correlation, regression, and standard deviation in this study. The results of the correlation analyses will
provide full support to all the research hypotheses; however regression analyses will provide partial support to the
research hypotheses.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The strong brand equity value has turned into an exceptionally critical element that influences
customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand
equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions.
The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data
collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the
selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity
dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and
interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying
behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand
loyalty
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
Changing Dynamics of IT and Marketing Teams in the Procurement of Marketing T...Anurag Anwariya
With the increase of digitization in marketing, marketers are steering towards the purchase of technologies which enables them to make informed decisions. Initially marketers in association with their agencies were making the purchase decision of these marketing technologies without defining technical specifications. This ultimately led to the role conflict between IT and Marketing due to implementation challenges and lack of IT compliance. This white paper tries to bring forth the necessary viewpoints on how IT can play a vital role in executing marketing strategies and be the revenue generator of the organization. By collaborating both IT and Marketing teams can define each other’s responsibilities, draw a strategy road map and work towards the shared goal of the organization.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
The Effect of Content Marketing and Brand Image on Purchase Decisions with Tr...AJHSSR Journal
ABSTRACT: This study analyzes the effect of content marketing and brand image on purchasing decisions,
with trust as an intervening or mediating variable. The subject of this research is a study of TikTok users who
use Grace and Glow Body Wash with a sample size of 152 respondents using a purposive sampling technique
based on the criteria of consumers who have purchased at least once. The analytical method used is Structural
Equation Modeling (SEM) which is processed using the AMOS program.
KEYWORDS: Content Marketing. Brand Image, Trust, Purchase Decision.
Sachpazis:Terzaghi Bearing Capacity Estimation in simple terms with Calculati...Dr.Costas Sachpazis
Terzaghi's soil bearing capacity theory, developed by Karl Terzaghi, is a fundamental principle in geotechnical engineering used to determine the bearing capacity of shallow foundations. This theory provides a method to calculate the ultimate bearing capacity of soil, which is the maximum load per unit area that the soil can support without undergoing shear failure. The Calculation HTML Code included.
CFD Simulation of By-pass Flow in a HRSG module by R&R Consult.pptxR&R Consult
CFD analysis is incredibly effective at solving mysteries and improving the performance of complex systems!
Here's a great example: At a large natural gas-fired power plant, where they use waste heat to generate steam and energy, they were puzzled that their boiler wasn't producing as much steam as expected.
R&R and Tetra Engineering Group Inc. were asked to solve the issue with reduced steam production.
An inspection had shown that a significant amount of hot flue gas was bypassing the boiler tubes, where the heat was supposed to be transferred.
R&R Consult conducted a CFD analysis, which revealed that 6.3% of the flue gas was bypassing the boiler tubes without transferring heat. The analysis also showed that the flue gas was instead being directed along the sides of the boiler and between the modules that were supposed to capture the heat. This was the cause of the reduced performance.
Based on our results, Tetra Engineering installed covering plates to reduce the bypass flow. This improved the boiler's performance and increased electricity production.
It is always satisfying when we can help solve complex challenges like this. Do your systems also need a check-up or optimization? Give us a call!
Work done in cooperation with James Malloy and David Moelling from Tetra Engineering.
More examples of our work https://www.r-r-consult.dk/en/cases-en/
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Technical Specifications
Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
Key Features
Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
• Remote control: Parallel or serial interface
• Compatible with MAFI CCR system
• Copatiable with IDM8000 CCR
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
Application
• Remote control: Parallel or serial interface.
• Compatible with MAFI CCR system.
• Compatible with IDM8000 CCR.
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
• Easy in configuration using DIP switches.
Industrial Training at Shahjalal Fertilizer Company Limited (SFCL)MdTanvirMahtab2
This presentation is about the working procedure of Shahjalal Fertilizer Company Limited (SFCL). A Govt. owned Company of Bangladesh Chemical Industries Corporation under Ministry of Industries.
Industrial Training at Shahjalal Fertilizer Company Limited (SFCL)
The Impact of Packaging Design to Purchase Behavior through Brand Trust
1. International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org || Volume 5 Issue 1 || January. 2016 || PP-82-89
www.ijbmi.org 82 | Page
The Impact of Packaging Design to Purchase Behavior
through Brand Trust
Hardman Budiardjo1
,
1
(Institut Bisnis dan Informatika STIKOM Surabaya, Indonesia)
ABSTRACT: This study was conducted to identify the importance of packaging design in influencing
the purchasing behavior at the same time identifying the mediating role of trust in the brand
packaging design relationship with purchasing behavior. This study uses a survey approach to data
collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CB-
SEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This
study proves that packaging design has positive and significant influence on purchasing behavior and
brand trust and prove that trust the brand also has a positive and significant impact on buying
behavior.
KEYWORDS–Packaging Design, Purchase Behavior, Brand Trust
I. INTRODUCTION
Companies that strive to enhance brand offers a high quality and establish the best possible position
their brands in the minds of customers, must have a substantial advantage in order to survive in the market
competition is very tight. By having excellence in quality, the company can increase the number of their
customers, income, values and so on. Hence, in the end there is an increasing interest in studying and measuring
the perceived quality of the consumer and its effect on their behavior (Parasuraman et al., 1988). According to
Parasuraman et al. (1988) perception of quality in the minds of consumers and their influence on consumer
behavior nowadays more and more studied. From various studies compiled by Zehir et al. (2011) concluded that
the perceived quality of consumers consisting of display quality and service quality predictors completely
different and can have an impact on their behavior. There is also the fact that a brand has an important role in
driving consumer behavior. By Zehir et al. (2011) brand can be conceptualized as an important strategic asset.
According Zehir et al. (2011) consumers are willing to pay more for a brand that is offered by the company,
convey positive things about the brand and are willing to recommend to others.
With odds like that, Kay (2006) states that the manager must have the special efforts to build a strong
brand. Hooley et al. (2005) added that forming a strong brand trust is the method most influential in creating
brand strength. Therefore, marketing strategists usually use brand trust as a tool to build strong brand
relationships between businesses and consumers. Hooley et al. (2005) also mentions that one effective way to
create brand trust is to increase the perception of quality in the minds of consumers. In general, studies on
consumer behavior focuses on the role of the perception of the quality of service and product quality, but very
little linking him to trust the brand and intention to behave in a conceptual framework intact. The quality of the
products one of which is reflected in the design of the packaging wrapped around a product. Ideally, the better
the product packaging design that wraps it is assumed that the perception of product quality is also getting
better. Eventually forming a certain confidence in the product due to the perception of quality. That belief is a
picture of customers' confidence in a product which is then commonly referred to as the trust brand. With the
perception of good product quality and high confidence in the product, then these conditions can influence
consumer behavior.
Many studies have evaluated the effect of real confidence in the brand buying behavior, but it is very
difficult to find studies that focus on the topic of discussion of the effect of packaging design as the
implementation of product quality to brand trust and consumer behavior. This then can be research gap or gaps
that research can then be filled. Therefore, this study examines the effect of packaging design on consumer
behavior in purchasing and to identify the effect of mediation on brand trust in the relationship between the
design of the packaging with the purchase behavior.
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II. LITERATURE REVIEW
a. Packaging Design
Packaging design is part of a creative business that combines the shape, structure, material, color,
imagery and typography as well as other design elements with product information so that products can be
marketed. The packaging design is enabled to encapsulate, protect, send, issuing, storing, identifying and
differentiating a product on the market. Thus, the packaging design can be used as a tool to communicate the
personality or product functions uniquely. Packaging design uses a lot of suggestions to deal with the complex
marketing problems through a comprehensive design method. Packaging design must be able to function as an
aesthetic means to communicate with people from different backgrounds, different interests and work so that
studies on anthropology, sociology, psychology, ethnography can provide benefits in the process of design and
selection of appropriate design. Especially studies on social and cultural diversity, human behavior
psychological and cultural tastes and cultural differences can help to understand how the visual elements can
communicate with both the promotion of a product.
Understanding of psychology and behavioral studies at the same process can help analyze the perceptions
and motivate people through visual perception. Basic knowledge of the language comprising phonetic, semantic
and syntactic help usage and application exact words. Furthermore, other studies such as architecture,
mathematics, materials science, business and international trade is directly related to the field of packaging
design. Tangible products are usually sold in supermarkets that contain a variety of different products.
Department stores, grocery stores, specialty goods stores, outlets and the Internet is a business opportunity in the
retail sector and in this environment a more highlighted products with the packaging design. With so many
options these products then comes the competition products. The competition ultimately encourage companies
to undertake market differentiation and the urge to be different from the market. Packaging design serves to
visually communicate product differences. Marketers are finally faced with the necessity to be able to determine
the characteristics that differentiate their products and create a contrast product.
2.2. Brand Trust
The importance of trust in the brand as one of the key factors in relationship marketing widely studied in
various studies, but unfortunately did not become a major review and critical, especially its relationship with
customer satisfaction and buying behavior (Delgado-Ballester & Munuera-Aleman, 2005; Heri, 2011;
Chaudhuri & Holbrook, 2001; Deng, Lu, Wei & Zhang, 2010). Some theories (Srivastava, Fahey, &
Christensen, 2001; Srivastava, Shervani, and Fahey, 1999) specifically considers the purchasing behavior of
consumers as an asset market-based interconnected, given that most of these values is the result of external
relations brand with Another value chain such as distribution systems and end users. A relationship that makes
the buying behavior into external assets of the company as this is often a real but not owned by the company
(Delgado-Ballester & Munuera-Aleman, 2005; Chaudhuri & Holbrook, 2001; Haverila, 2012). In other words,
the purchasing behavior explicitly are in the market of a series of brand association and behaviors that develop
in the brand studies (Deng, Lu, Wei & Zhang, 2010).
In short, as the asset market-based interconnected, purchase behavior can be regarded as a function of the
relationship between the brand and the customer (Ambler, 1997) and pengenHooley on trust as a variable core
of the relationship that can enrich understanding of purchasing behavior and can generate predictions and
assessments of marketing performance better (Delgado-Ballester & Munuera-Aleman, 2005). When a company
acts in a way to build consumer confidence, the perceived risk by consuming products of a brand tend to
diminish, allowing consumers to make confident predictions about the future behavior of the brand. It also saw
the brand as a name, term, sign, symbol (or a combination) which are intended to identify and distinguish one
product from another (Kotler & Keller, 2012). Related to trust the brand, there must be an element of credibility
so as to trust the brand, the customer must trust the brand image in advance (Delgado-Ballester & Munuera-
Aleman, 2005). Model brand trust develops where brand trust, is the culmination of the characteristics of the
brand (brand reputation, the predictability of brand and branding competency), the characteristics of the
company (trust in the company, the company's reputation, corporate motives perceived, corporate integrity), and
the characteristics of the consumer-brand (similarity between consumer self-concept and brand personality, like
the brand, the brand experience, brand satisfaction and peer support).
2.3. Purchase Behavior
Ajzen (2005) discusses the factors that can influence buying behavior and therefore must be taken into
account when assessing these variables. The first is the aggregation which is a set of items to measure purchase
behavior in order to obtain a high validity value. The second is the principle which states that the compatibility
of purchasing behavior and behavioral measurements should include measures, targets, context and the same
time. Furthermore, another factor is the commitment, because if a behavior is considered important by the
individual, then the behavior has a stronger intensity than the behavior that is not too considered important.
3. The Impact of Packaging Design to Purchase Behavior…
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Assael (2004) defines the intention of purchasing a tendency to take action against the object. According to
Schiffman & Kanuk (2010), the intention to buy is the stage prior to the purchase decision in the purchase
decision process. In the theory of planned behavior proposed by Ajzen (1991), attitudes can be used to predict
the behavior of interest.
According Assael (2004), marketers are always examine the elements of the marketing mix that may
influence purchasing behavior, for example by testing product concepts, advertising strategies, packing or brand.
Marketers should strive to measure the intention to purchase by the consumer as well as determine the factors
that influence these intentions. When consumers have a good attitude towards the product or service received,
consumers tend to have a positive interest in behaving so as to strengthen the consumer relationship with the
company (Assael, 2004). Thus, the purchasing behavior can be seen as behaving favorable interest because
interest is a behavior that shows the desire of customers to make purchases. Based on those aspects of the theory
of planned behavior intention which is the development of the theory of reasoned action of Ajzen (2005)
developed measurements intention to buy such a model Ajzen (2005). Consumers consider several attributes of
the product before making a decision in terms of purchasing. Consumer perspective to a collection of several
brands to create an overview of the product. The views of consumers about a product that is a collection of
attributes that has a lot of benefits to meet their needs. The created picture is a representation of the various
experiences as a basis for consideration is the effect of consumer perceptions of the selection of a product at the
same time on the side of irregularities or advantages of such products.
III. RESEARCH METHODS
a. Research Design and Conceptual Framework
This section describes the scope of the betrothed to prepare an analysis of the process of developing a
model for packaging design, brand trust and purchase behavior. Basic and theoretical basis of this research is
composed of the existing literature review in the previous section so as to create a theoretical framework. The
study is in the exploration of the nature of science, this study dijHooleykan to confirm the theory on the
development of the existing problems in the market competition. On the other hand, in the aspect of nature
category of explanation, this research can be categorized into causal research design. Theoretical concepts
presented by Hooley et al. (2005) regarding the antecedents of the quality of brand trust and purchase intentions
and opinions of various researchers such as Berry and Parasuraman (1998); Kay (2006); Chiou & Droge (2006);
Garbarino and Johnson (1999); Chaudhuri & Holbrook (2001) regarding the satisfaction of the brand and brand
trust; mangarahkan line of thought the concept of this study is based on deductive reasoning because of the
universal nature which can be used to examine more deeply about the specifics of the phenomena observed in
the study. Studies of these studies used to establish proof of concept in advertising communication to influence
the direction of the brand satisfaction and brand trust. On the basis of this relationship, it can be built a
conceptual framework as follows:
Figure 1. Research Hypotheses Model
b. Research Hypotheses
Because of the presence of packaging design in general are in the retail market such as supermarkets,
grocery or department stores, where consumers from different backgrounds and cultural values converge, then
the packaging design should have the ability to attract the attention of consumers in a short time. This can be
achieved by applying the visual elements and design that is not only able to attract the attention of target
consumers, but also can be a differentiating a brand from other similar products. Thus, marketers should be able
to do a thorough research and applying design elements planned so as to identify cultural symbols that can be
visualized in packaging design. Good packaging design can lure consumers to be able to look at a product as a
reflection of himself and his personal desires through the elements of the design on the packaging. From these
explanations it can be arranged hypothesis is as follows:
H1 Packaging design has a significant positive influence on buying behavior
H2 Packaging design has a significant positive influence on brand trust
Packaging
Design
Purchase
Behavior
Brand
Trust
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Purchasing behavior that is regarded as the market relational assets that have implications for the
development and maintenance of trust is at the core of the brand, because it is a key characteristic of a
successful long-term relationship. Ideas used in this study is that trust is a key driver of purchase behavior
because it creates a transactional relationship worthwhile. purchasing behavior is not exclusively focused on the
purchase alone, but in an internal position or behavior towards the brand, it can not show a sufficient basis for a
complete understanding on the brand-customer relationship. Purchasing behavior emphasize the ongoing
process and the maintenance of valuable and important relationships created over the existence of a trust
(Chaudhuri & Holbrook, 2001). From these explanations it can be arranged hypothesis is as follows:
H3 Brand trust has a significant positive influence on buying behavior
Widespread use purchase behavior or purchase intention to gauge consumer behavior relies on the
assumption that the intention is a good indicator of consumer purchasing behavior. Marketing and psychological
research has identified three main reasons that systematic irregularities in the report regarding behavior, changes
in explanatory variables that cause the actual intent to shift from time to time and imperfect correlation between
intention and action. Most of the studies admit only part of this difference and give a less accurate estimate and
biased estimates of the correlation between intention and purchase. Aggregate existing models may be useful for
predicting penjuHooley aggregate but only can help marketers to target individual consumers to a certain extent.
Marketers should identify consumer profiles that are most likely to purchase and use a targeted marketing
programs that are tailored to customer defined profiles.
c. Population, Samples and Samples Collection Method
This research was conducted in three areas, namely Sidoarjo, Surabaya Krian and by focusing on the
mother-housewife who used to do good rice purchases in traditional stores or in modern markets. The selection
is done because the mother house tanggalah which are generally used to make the purchase of rice so that their
consideration in determining the behavior can be a strong foundation to make the purchase. In addition, the
housewife who has the highest importance to the quality of purchased products, namely rice as important in his
family for the purposes of daily life. Population housewife in the three areas is an unknown number so that the
sample size is determined by the testing requirements using SEM analysis tool that is a minimum of 100
respondents. While the sampling technique conducted with convenience sampling technique in which when met
a housewife who has done the rice well with the packaging of adequate or without packaging immediately
presented with a questionnaire and then observed further about what they think about packing a rice product that
comes packaged adequate.
d. Data Analysis
The data obtained in this study processed and analyzed using Structural Equation Modelling techniques-
Partially Least Square (PLS-SEM) that aims to replace the factors with a linear combination of indicators
(manifest variables) in the analysis of Structural Equation Modeling (SEM). SEM is one type of multivariate
analysis in social science studies. Multivariate analysis is the application of statistical methods for analyzing
multiple variables simultaneously, or simultaneously research. Hair et al. (2013) divides the multivariate
analysis method into two groups according to the time of development is a technique first generation and second
generation techniques.
SEM analysis also subdivided in accordance with the intended use of multivariate analysis into two
groups, Hair (2013) refer to it as confirmation purposes (primarily confirmatory) and aims exploration
(primarily exploratory). Konfirmatoris multivariate analysis used to test the hypothesis that was developed
based on the theories and concepts that already exist. Exploratory multivariate analysis is used to look for
patterns of data in cases where there is no or limited still a theory which states how the relationship between
variables. SEM has two major advantages for data analysis, namely (1) SEM is able to test complex research
model simultaneously, and (2) SEM is able to analyze the variables that can not be measured directly
(unobserved variables) and taking into account the measurement error.
Variables that can not be measured directly in terms of SEM called latent variables or constructs must be
measured by several indicators. Latent variables divided into two, namely (a) the exogenous variables are latent
variables whose value is determined by other variables outside the model, and (b) an endogenous variable, ie
latent variable whose value is determined by other variables in the model. In addition, also known as latent
predictor variables, namely the latent variables are hypothesized as a determinant of other latent variables.
While the latent variable criterion is the latent variables are hypothesized as the outcome of other variables.
SEM-PLS is a causal modeling approach that aims to maximize the latent criterion variance could be explained
(explained variance) by latent predictor variables. SEM-PLS can work efficiently with small sample sizes and
complex models. SEM-PLS also can analyze reflective and formative measurement models and variables Leten
with one indicator.
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IV. RESULTS
a. Scales and Data Measurement
Based on the approach used in this research is quantitative, then to make qualitative data into quantitative
used 5-point Likert scale from point 1 to point 5, from strongly disagree (point 1) to strongly agree (5). Likert
scale is a scaling response efforts through a number of alternative placement procedure the response of each
item on a continuum of quantitative data in order to obtain a score of each alternative response. In the first use
of a Likert scale was made a few statements related to the object, then the respondents were asked to describe
the level of agreement or disagreement of respondents to each statement. Likert scale is one attitude
measurement technique most often used in advertising research.
b. Validity and Reliability Test
Research instruments that had been developed should be tested the validity and reliability of such
instruments as the essential requirement applicable to a questionnaire that is used to obtain research data.
Preparation of a questionnaire to be truly able to represent the goals of the research carried out and consistently
be used when the questionnaire is answered in a different time. In this research effort testing instruments used
validity and reliability. The test is used to measure the quality of research instruments are arranged.
If the difference is too large over time, the results of measurements be regarded as unreliable. After
testing the validity of the questionnaire, the questionnaire should be tested reliability. As underlined that
reliability is a measure of the stability of the measure. The stability here means that the questionnaire is
consistent if it is used to measure the concept or construct of a condition to the other. Reliability testing in
research conducted with SPSS are using Cronbach Alpha method in which a questionnaire said to be reliable if
the Cronbach Alpha value is greater than 0.6. Test (try out) questionnaire was conducted in April 2015 with
samples involved were 30 housewives.
Table 1. Validity and Reliability Test
Variables Indicators Corr. Sig. Validity
Cronbach's
Alpha
Reliability
Packaging
Design
Packaging Design 0,463 0,010 Valid
0,729 ReliableFood Grade 0,549 0,003 Valid
Security 0,577 0,012 Valid
Brand Trust
Belief 0,702 0,021 Valid
0,732 ReliableReliability 0,813 0,000 Valid
Secure Perception 0,651 0,001 Valid
Purchase
Behavir
Repurchase 0,658 0,246 Valid
0,733 Reliable
Recommendation 0,692 0,222 Valid
Can be seen in Table 1 the results of testing the validity and reliability of the variables that the entire item
statement in a variable design brand packaging with indicators of the availability of the packaging, food grade
and security has a value of Pearson correlation is higher than the value of its significance and memili value of
Cronbach's Alpha high over 0.500 so it can be called that all items in the statement of packaging design
variables are valid and reliable or it can be called that all indicators in packaging design variables can be used as
a measuring tool right. Likewise, other variables, namely confidence in the brand with confidence indicator,
reliability and secure feeling to have Pearson correlation were high compared to the value of the significance
and value of Cronbach's Alpha was great so it can be said that all indicators in the variable brand trust are
indicators that are valid and reliable for variable represents confidence in the brand. While the variable purchase
behavior as measured by two indicators: repurchase and recommendation also has a correlation coefficient and
Cronbach's Alpha high so that it can be said also that all indicators in purchasing behavior is an indicator
variable that is valid and reliable.
c. Respondents Description
Questionnaire in this study distributed directly by visiting the study subjects. Respondents were selected
based on the consideration that the main buyers of products rice or other household products are housewives, so
that the selected respondents is the mother-housewife. Location questionnaire was conducted in several areas in
Sidoarjo and Surabaya with the aim that the findings of the research produced more representative in explaining
the model set out in this study.
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Table 2. Sample Demographic Characteristic (n=100)
Characteristic N %
Gender
Man 0 0%
Woman 100 100%
Age
< 20 years 0 0%
20 - 30 years 48 48%
> 30 years 52 52%
Rice Purchase
Frequency per
Month
1 3 3%
2 - 5 67 67%
> 5 30 30%
Expenditure per
Month
< Rp. 2 juta 2 2%
Rp. 2 juta - Rp. 5 juta 78 78%
Rp. 6 juta - Rp. 10 juta 19 19%
> Rp. 10 juta 1 1%
Location
Sidoarjo A 31 31%
Sidoarjo B 27 27%
Sidoarjo C 12 12%
Krian 5 5%
Surabaya - Dupak 12 12%
Surabaya - Rajawali 13 13%
d. Measurement Adjusment
Along with Anderson and Gerbing (1988), this research using confirmatory factor analysis approach that
consists of variable packaging design, brand trust and buying behavior using maximum likelihood estimation
technique. In Table 3 shows the weight factors and estimation of reliability for each construct. Indicated also
scores composite reliability (CR), which ranged from 0.70 to 0.90 and Cronbach's Alpha values ranged from
0.729 to 0.733 which shows that all the measurements are reliable. In addition, the entire weight factor has a
great value and a significant signal of convergent validity. On the other hand, discriminant validity in this study
was measured using the average variance extracted (AVE) which describes the findings of the discriminant
validity. Further measurements of the model fits in this study showed a significant result of the observed data. In
Table 4 can be seen the results of the calculation of descriptive statistics and correlations between the three
constructs in this study.
Measurement is based on bivariate correlations showed that the correlation between variables were
observed in this study is significant that these variables are able to provide the best description for this study. In
figure 2 is described a research model with path coefficient measurements to prove the hypothesis proposed in
this study. The model in this study had a good model fit to the observed data indicated by counting the constants
RMSEA = 0.07, CFI = 0.92 and IFI = 0.93. In addition, the third hypothesis proposed in this study found to
affect significantly as shown in figure 2. It appears in Figure 4.1 that the hypothesis in this study that says that
packaging design has a significant positive influence on buying behavior and brand confidence proved correct.
Furthermore, the hypothesis which states that brand trust influence purchase behavior also proved positive and
significant impact.
Table 3. Factor Loadings and Reliabilities
Construct
Standardized
Loadings
Cronbach's
Alpha
CR AVE
Packaging Design
I like rice with adequate packaging 0.66**
0.729 0.882 0.641I feel rice with adequate packaging is hygienic 0.72**
I feel the rice without adequate packaging unsafe 0.78**
Brand Trust
I believe the brand of rice with adequate packaging that
has good quality
0.83**
0.732 0.854 0.532
I feel I can rely on the brand of rice with adequate
packaging
0.83**
I feel safe to consume rice brands with adequate
packaging
0.85**
Purchase Behavior
I always buy rice with adequate packaging 0.77**
0.733 0.844 0.629I recommend to my relatives to eat rice with adequate
packaging
0.68**
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Table 4. Descriptive Statistic and Correlation Measurements
Mean STDEV 1 2 3
Packaging Design 3,92 0,57 1
Brand Trust 3,97 0,55 0,17(**) 1
Purchase Behavior 3,85 0,60 0,42(**) 0,46(**) 1
Figure 2. Structural Equation Model with Parameter Measurement
V. CONCLUSIONS
This study was conducted to examine the effect of packaging design on brand trust and buying behavior
as well examine the effect of brand trust on purchase behavior. Objects were observed in this study is the buying
behavior of the rice product with adequate packaging and the subjects in this study were housewives in the area
of Sidoarjo, Krian and Surabaya. This study proved the important role of packaging a product, which in this case
is a rice product in terms of purchasing behavior. As we know that rice is a major food commodities consumed
in Indonesia and the types and varieties of rice of different brands are also widespread, so the commercialism of
rice is used by some parties to commit fraud, for example, with rice that does not include packaging and brand
easily recognized.
Based on the results of the discussion and conclusions, then there are some suggestions for future
research such as the addition of variables other research that could be affected by the design of the packaging or
focuses on research areas in other cities or even in other provinces as well as the focus of observation on the
subject of different studies eg tanggan to head home or to adolescents so that the results obtained can describe it
more precisely the research model so that the model can be generalized studies that investigated properly.
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