The Influence of Brand Awareness, Packaging Design and Word of Mouth on Purchase Intention
Yuli Harwani, Aprilia Aska Sakinah
Available Online 12 February 2020.
- https://doi.org/10.2991/aebmr.k.200205.043How to use a DOI?
- brand awareness, design packaging, word of mouth, purchase intention
- This research has a purpose to determine the effect of brand awareness, design packaging and word of mouth on costumer purchase intention. The population in this research is that consumers Mie Ufo in LSI Daan Mogot Jakarta. The sample of this research is 120 Mie Ufo consumer and the sampling technique used was convenience sample and Methods of data collection using questionnaires. The method used in this study is Partial Least Square using Smart PLS 3.0 software. The results show that: 1) Brand awareness does not have a significant effect on purchase intention. 2) Packaging Design has a significant effect on purchase intention. 3) Word of Mouth has no significant effect on purchase intention.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yuli Harwani AU - Aprilia Aska Sakinah PY - 2020 DA - 2020/02/12 TI - The Influence of Brand Awareness, Packaging Design and Word of Mouth on Purchase Intention BT - 4th International Conference on Management, Economics and Business (ICMEB 2019) PB - Atlantis Press SP - 245 EP - 252 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200205.043 DO - https://doi.org/10.2991/aebmr.k.200205.043 ID - Harwani2020 ER -