Proceedings of the 4th International Conference on Management, Economics and Business (ICMEB 2019)

The Influence of Brand Awareness, Packaging Design and Word of Mouth on Purchase Intention

Authors
Yuli Harwani, Aprilia Aska Sakinah
Corresponding Author
Yuli Harwani
Available Online 12 February 2020.
DOI
https://doi.org/10.2991/aebmr.k.200205.043How to use a DOI?
Keywords
brand awareness, design packaging, word of mouth, purchase intention
Abstract
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.
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Proceedings
4th International Conference on Management, Economics and Business (ICMEB 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
12 February 2020
ISBN
978-94-6252-903-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200205.043How to use a DOI?
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  -