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

DOI

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 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  - 10.2991/aebmr.k.200205.043
ID  - Harwani2020
ER  -