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