Empowerment of Local Brand Awareness Through Packaging Uniqueness And Its Impact On Purchasing Interest.

Bob, Foster and Wawan, Hermawan and Rima, Rahmayanti (2019) Empowerment of Local Brand Awareness Through Packaging Uniqueness And Its Impact On Purchasing Interest. Jurnal Demandia; v. 4, n. 01, p. 16, May 2019; E-Issn 2502-2431 P-Issn 2477-6106, 4 (01). pp. 31-46. ISSN 2502-2431

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Official URL: https://journals.telkomuniversity.ac.id/demandia/a...

Abstract

Indonesian local brand is lack of brand awareness among Indonesian consumers. One of the local brands that lack of brand awareness is white tea brand. White tea makers in Indonesia meets the issue of absence of innovation in packaging, shopper awareness and frailness in quality. This research aims to test whether product empowerment and brand awareness will influence the interest in buying white tea products with unique packaging as intervening using partial least square as method in data analysis. Data collection uses questionnaire involving 50 consumer samples of white tea brand in Bandung, West Java. This research shows that the uniqueness of packaging has proven to be intervention between brand awareness and empowerment in product, affects or influences the consumer purchasing interest of white tea brand in Bandung, West Java, Indonesia.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: lppm Universitas UNIBI
Date Deposited: 21 Jun 2021 02:38
Last Modified: 25 Aug 2021 10:09
URI: http://repository.unibi.ac.id/id/eprint/256

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