PENGARUH PACKAGING DAN SALES PROMOTION TERHADAP BRAND CREDIBILITY DAN REPURCHASE INTENTION: STUDI KASUS MEREK KOKUMI DI KALANGAN ANAK MUDA

Abstract

Abstrak

Tujuan penelitian ini adalah menjelaskan pengaruh packaging dan sales promotion terhadap brand credibility dan repurchase intention, serta pengaruh brand credibility terhadap repurchase intention. Obyek penelitian adalah produk Kokumi. Tipe penelitian adalah kuantitatif. Variabel penelitian meliputi: packaging, sales promotion, brand credibility, dan repurchase intention. Teknik pengumpulan data menggunakan kuesioner. Jumlah sampel penelitian sebanyak 100 sampel. Teknik analisis data menggunakan partial least square. Hasil penelitian ini menunjukkan bahwa packaging tidak berpengaruh terhadap repurchase intention, sales promotion terbukti berpengaruh secara signifikan terhadap repurchase intention. Packaging dan sales promotion terbukti berpengaruh secara signifikan terhadap brand credibility, dsan brand credibility berpengaruh terhadap repurchase intention.

Kata Kunci: Kokumi, Packaging, Sales Promotion, Brand Credibility, Repurchase Intention

Abstract

The purpose of this research is to identify the impact of packaging and sales promotion on brand credibility and repurchase intention. Beside thet the purpose also to identify the impact organisasi brand credibility on repurchase intention. Research object is Kokumi. Reseach type is quantitative research. The research variables are: packaging, sales promotion, brand credibility, and repurchase intention. Data collecting methods using questionnaire. The number of samples are 100 samples. Data analysis technique using partial least square. The result of this research; packaging not influences on repurchase intention, but sales promotion influence on repurchase intention. Packaging and sales promotion influence on brand credibility, and brand credibility influence on repurchase intention.

Keywords: Kokumi, Packaging, Sales Promotion, Brand Credibility, Repurchase Intention