The Impact of Packaging Design to Purchase Behavior through Brand Trust

Budiardjo, Hardman (2016) The Impact of Packaging Design to Purchase Behavior through Brand Trust. International Journal of Business and Management Invention (IJBMI), 5 (1). pp. 82-89. ISSN 2319-8028


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This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.

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Item Type: Article
Uncontrolled Keywords: Packaging Design, Purchase Behavior, Brand Trust
Dewey Decimal Classification: 600 – Technology > 650 Management & auxiliary services > 658 General management
Divisions: Perpustakaan > Journals
Depositing User: Agung P. W.
Date Deposited: 20 May 2022 14:32
Last Modified: 20 May 2022 14:32

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