The Influence of Brand Awareness, Packaging Design and Word of Mouth on Purchase Intention
Yuli Harwani and Aprilia Aska Sakinah
Universitas Mercu Buana
yuli_harwani[at]mercubuana.ac.id
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.
Keywords: brand awareness, design packaging, word of mouth, purchase intention
Topic: Marketing Management