Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia

Research Article

The Effect of Brand Perception, Brand Communication, Product Packaging, and Product Placement Towards the Purchase Intention of Kopiko in Medan

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  • @INPROCEEDINGS{10.4108/eai.13-9-2023.2341097,
        author={Jesslyn  Jesslyn and Nevan  Wizanska and Rio Ariestama Tanaga and Tanisya  Auvie and Alfonsius  Alfonsius},
        title={The Effect of Brand Perception, Brand Communication, Product  Packaging, and Product Placement Towards the Purchase Intention of Kopiko in Medan },
        proceedings={Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia},
        publisher={EAI},
        proceedings_a={ICEBE},
        year={2023},
        month={12},
        keywords={brand perception brand communication packaging design product placement purchase intention},
        doi={10.4108/eai.13-9-2023.2341097}
    }
    
  • Jesslyn Jesslyn
    Nevan Wizanska
    Rio Ariestama Tanaga
    Tanisya Auvie
    Alfonsius Alfonsius
    Year: 2023
    The Effect of Brand Perception, Brand Communication, Product Packaging, and Product Placement Towards the Purchase Intention of Kopiko in Medan
    ICEBE
    EAI
    DOI: 10.4108/eai.13-9-2023.2341097
Jesslyn Jesslyn1,*, Nevan Wizanska1, Rio Ariestama Tanaga1, Tanisya Auvie1, Alfonsius Alfonsius1
  • 1: Universitas Pelita Harapan
*Contact email: 03011200030@student.uph.edu

Abstract

Numerous scholars have undertaken research into marketing strategy and branding, aiming to uncover relationships between various factors. Their goal is to examine how specific elements within marketing and branding impact consumer purchase intentions regarding Kopiko's products in Medan City, North Sumatra, Indonesia, while also validating formulated hypotheses. The study focuses on variables like Brand Perception, Brand Communication, Product Packaging, and Product Placement. Data is gathered via a well-organized questionnaire from Medan City residents exclusively. Employing the Structural Equation Model (SEM) through the AMOS 22 application enhances the study's analytical approach. The research shows that there is solely the variable of brand perception that shows a significant effect while the other variables do show an insignificant effect on the purchase intention.