THE EFFECT OF PACKAGING, PRICE, BRAND AWARENESS ON CUSTOMER LOYALTY OF PT. KREASI NOSTRA MANDIRI: (STUDIES CASE ON CUSTOMER APK VEGETABLE BOX, JABODETABEK)

Dasa Rahardjo Soesanto; Aurelia Agatha

doi:10.58526/ezrasciencebulletin.v3i1.232

Authors

Dasa Rahardjo Soesanto Universitas Utpadaka Swastika Tangerang Banten Indonesia
Aurelia Agatha Universitas Utpadaka Swastika Tangerang Banten Indonesia

DOI:

https://doi.org/10.58526/ezrasciencebulletin.v3i1.232

Keywords:

Packaging, Price, Loyalty, Brand Awareness

Abstract

The Indonesian e-commerce industry is developing in a direction that looks increasingly promising. Brand loyalty is continued to influence family members to buy brands. This study aims to analyze the magnitude of the influence of packaging on loyalty in the vegetable box application. To analyze the magnitude of the influence of price on loyalty in the vegetable box application. To analyze the magnitude of the influence of brand awareness on loyalty in the vegetable box application. To analyze the magnitude of the influence of packaging, price and brand awareness together on loyalty in the vegetable box application. This study is included in the title of quantitative research. The population of this study is all users of the vegetable box application. The researchers in this study use non - probability techniques sampling, namely technique purposive sampling. The results of this study are that packaging has a positive effect on Loyalty. Price has a positive effect on Loyalty. Brand Awareness has a positive effect on Loyalty.

References

Aaker, 2019, Management Marketing Strategy. Edition eighth . Salemba . Four . Jakarta

Achmad, GN, & Wibowo, TS 2022. " Effect of Price, Brand Image, and Product Quality on Customer Loyalty " . Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(4), 30676-30683.

Akhtar, N., Ahmed, I., Jafar, HY, Rizwan, A., Nawaz, JM 2019. " The Impact of Packaging, Price and Brand Awareness on Brand Loyalty: A Reseller Perspective in Mobile Sector of Pakistan" . International Review of Management and Business Research, 5(3).

Angelia, D. 2022. What are the Favorite Vegetable Shopping Applications of Indonesian People? ( https://goodstats.id/article/apa-saja-aplikasi-belanja-sayur-favorit-masyarakat-indonesia-ajnn6 ) Accessed on May 1, 2023 .

Aprilian, Indah. 2019. “ Analysis of Determining Production Cost in Determining Selling Price Reviewed from an Islamic Economic Perspective” . Thesis. UIN Raden Intan Lampung.

Ardelia, D., and Hidayat, A. (2023). The Effect of Price and Brand Awareness on Smartphone Customer Loyalty in Indonesia. Mirai Management Journal. Vol 8(1).

Arikunto, S. 2018. Research Procedure: A Practical Approach . Jakarta: Rineka Cipta. 2018.

Burhan, Fahmi Ahmad. 2022. Sayurbox Raises IDR 1.7 Trillion from Northstar and Alpha JWC Ventures . ( https://katadata.co.id/desysetyowati/digital/6237ff1899e91/sayurbox-raih-rp-1-7-triliun-dari-northstar-dan-alpha-jwc-ventures ) Accessed on May 1, 2023.

Chaudhary, R., & Bisai, S. 2018. " Factors influencing green purchase behavior of millennials in India" . Management of Environmental Quality: An International Journal, 29(5), 798–812

Chinamona, R., & Mazariri, EF 2019. "The Impact of Brand Awareness, Brand Association, and Perceived Quality towards Brand Loyalty (A case study of New Product)" . J of Bus and Retail Management Research (JBRMR), 12(1).

Dhurup, M., Mafini, C. & Dumasi, T. 2014. " The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry" . Acta Commercii 14(1), Art. #194, 9 pages. http://dx.doi. org/10.4102/ac.v14i1.194

Etikan, Ilker and Bala Kabiru. 2017. " Sampling and Sampling Methods ". Near East University Faculty of Medicine Department of Biostatistics, Cyprus Vol.5 No.6.

Fianto, AYA 2020. " Satifaction as intervening for the antecedents of intention to revisit: Marine tourism context in East Java" . Relations: Economic Journal, 16(1), 179-207

Gensler, Sonja; Volckner, Franziska; Liu-Thompkins, Yuping; Wiertz, Caroline (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242–256. doi:10.1016/j.intmar.2013.09.004

Ghozali, Imam & Latan, Hengky. 2017. Partial Least Square: Concept, Method, and Application using WarpPLS 5.0 program , 3rd Edition, Semarang: Diponogoro University Publishing Agency

Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. 2019 . “ When to Use and How to Report the Results of PLS-SEM”. European Business Review, 31, 2-24 . https://doi.org/10.1108/EBR-11-2018-0203

Handayani, Tati and Muhammad Anwar Fathoni. 2019. Islamic Marketing Management Textbook . Yogyakarta: Deepublish.

Hardani, A. et al. 2020. Qualitative & Quantitative Research Methods Book

Hidranto, Firman. 2021. E-Commerce Business is Getting More Savory . ( https://www.indonesia.go.id/kategori/indonesia-dalam-angka/2534/bisnis-e-commerce-semakin-gurih ) Accessed on May 1 2023.

Indah Krisnawati. 2019. “Digital Marketing Strategy in Agricultural Product Trading to Increase Income of Karawang Regency.” Current Global Economic Scientific Journal 10, no. 2.

Indrasari, M. 2019. Marketing and Customer Satisfaction . Surabaya: Unitomo Press.

Jeremia, K & Djurwati Soepeno 2019. “ The Influence of Service Quality, Trust and Consumer Satisfaction on Consumer Loyalty at CV Sarana Marine Fiberglass” . EMBA Journal Vol. 7, No. 1

Juliana, S., & Sihombing, SO 2019. “ The Effect of Product Placement and Brand Awareness on Purchase Intention”. Journal of Management and Marketing Services, 19-34.

Julianti, Sri. 2014. The Art of Packaging , Jakarta: Gramedia Pustaka Utama.

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education.

Khuong, MN and An, NH 2016 . " The Factors Affecting Entrepreneurial Intention of the Students of Vietnam National University—A Mediation Analysis of Perception toward Entrepreneurship" . Journal of Economics, Business and Management, 4, 104-111.

Konstantoglou, A., Folinas, D., & Fotiadis, T. 2020. “ Comparison of consumers and industry managers concerning food packaging elements” . British Food Journal, 123(3), 1103–1120. https://doi.org/ 10.1108/BFJ-04-2020-0295

Kotler, P, and Armstrong. 2018. Marketing Principles Seventh Edition . Publisher. Salemba Empat. Jakarta.

Malhotra, NK, & Dash, S. 2016. Marketing Research: An Applied Orientation. Pearson .

Mardia et al. 2021 . Marketing Strategy . Our Writing Foundation.

Marpaung et al. 2021. The Influence Of Brand Image, Price, And Product Quality On Purchase Decisions (Empirical Study on Students of SMK Muhammadiyah 5 Kisaran ) .

Mensah, John., Oppong, Peter., Addae, Matilda. 2022. "Effect of Packaging on Perceived Quality and Brand Loyalty: The Mediating Role of Brand Association in Over-The-Counter Market". Open Journal of Business and Management. 10. 297-313. 10.4236/ojbm.2022.101018.

Oliver, J. 2019. “ No Title No Title”, Journal of Chemical Information and Modeling, 53(9), pp. 1689–1699. doi: 10.1017/ CBO9781107415324.004

Oussii, AA and Klibi, MF (2023), "Do CEO duality and expertise affect earnings management behavior? The moderating effect of family ownership", Journal of Family Business Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFBM-03-2023-0030

Pramelani . (2015). The Influence Pricing , Brand Awareness and Packaging Strategy Towards Brand Loyalty of DANONE AQUA Products . Perspective . Vol XIII (2)

Pratama, H. and Suprapto, B. 2017. "Global Journey of Business and Social Science Review. The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty: The Rule of Customer Satisfaction as a Mediating Variable” . Vol.5 .Pp 52–57. https://www.gatrenterprise.com/GATRJournals/index.html.

Rahmawati, N., & Azizah, N. 2022. “ Analysis The Influence of Green Products and Green Packaging on Brand Loyalty Through Brand Image as Intervening Variables (Study on Users) Tupperware Products in Surabaya ” . Business Preneur : Journal Knowledge Administration Business , 4(02).

Robby, D. 2017. “The Influence of Service Quality, Trust and Satisfaction on Customer Loyalty at PT. Padang Tour Wisata Pulau Padang”. EKOBISTEK Journal, Faculty of Economics. Vol. 6, No. 2.

Romani, Simona; Grappi, Silvia; Fetscherin, Marc (2018). Trajectories of brand hate. Journal of Brand Management, doi:10.1057/s41262-018-0105-5

Rompas, IA, Pangemanan, SS, Rumokoy, FS 2018. " The Impact Of Price And Brand Awareness Toward Brand Loyalty Of Tri Providers In North Sulawesi Case Study: University Students UNKLAB, DE LA SALLE, UNIMA, AND, UNSRAT" . EMBA Journal Vol.6 No.2 April 2018, Page. 788 - 797.

Sangadji, EM 2018. Strategic Human Resource Management . (D. Prabantini, Ed.) (Ed.1). Yogyakarta: CV Andi Offset.

Santoso, R., Shinta, R., & Fianto, AYA 2019. “ The Influence of Service Marketing Mix on Decisions to Visit Marine Tourism in East Java” . MEBIS Journal (Management and Business), 4(2), 73-86.

Sekaran , U and Bougie , R. 2020. Research methods for business a skill-building approach .

Subramanian, S, V. 2017. " A Review of The Evidence Linking Child Stunting to Economic Outcomes" . International Journal of Epidemiology. 46(4), pp. 1171- 1191

Sugiama, Aceng & Pambudy, Emmanuel. 2017. “ The Influence of Packaging, Price Fairness and Brand Awareness on Brand Loyalty (Case Study on Domestic Tourists at Kartika Sari Bandung)”. Maranatha Journal of Management. 17. 1. 10.28932/jmm.v17i1.414.

Sugiyono. 2018. Quantitative, Qualitative , and R&D Research Methods . Bandung: Alfabeta.

Supiyandi, RN Fuad, E. Hariyanto, and S. Larasati. 2022. “Decision Support System for Cooperative Credit Granting Using the Weighted Product Method”. J. Media Inform. Budidarma, vol. 4, no. 4, pp. 1132–1139. doi: 10.30865/mib.v4i4.2367.

Switala et al. 2018. The Influence of Brand Awareness and Brand Image on Brand Equity - an Empirical Study of Logistics Service Providers .

Tinne , W.S. 2016 . “Impact of Packaging on Consumer Buying Behavior at Dhaka City”, Global Disclosure of Economics and Business, 5(2), pp .

Verhellen , Yann; Dens, Nathalie; De Pelsmacker , Patrick (2016). Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies. Marketing Letters, 27(3), 461–471. doi:10.1007/s11002-015-9347-0

Verinita , V. 2019. “ The Relationship Variables of Brand Awareness, Brand Image, Brand Quality and Brand Value on Brand Loyalty ” . BISMA: Jurnal Business and Management , 13 ( 3 ) , 158-165. https://doi.org/10.19184/bisma.v13i3.8898 .

Zhang, D. (2022), "Impact of emotional intensity of negative word-of-mouth on perceived helpfulness in social media", Industrial Management & Data Systems, Vol. 122 No. 12, pp. 2657-2679. https://doi.org/10.1108/IMDS-04-2022-0259