Analisis Efektivitas Strategi Promosi melalui Elemen-Elemen Desain Kemasan Lapis Bogor Sangkuriang

Abstract

This study aimed to analyze the characteristics of consumers of Lapis Bogor Sangkuriang, the effectiveness of promotional strategies through packaging design elements of Lapis Bogor Sangkuriang, and to analyze the relationship between consumer characteristics on the effectiveness of promotional strategies through packaging design elements of Lapis Bogor Sangkuriang. The sampling method used in this study is accidental sampling with a quantitative approach, and supported by qualitative data. Result from EPIC model method showed that the design of Lapis Bogor Sangkuriang elements packaging was effective as a promotional strategies. The calculation of scores on each dimension and EPIC rate are said to be effective based on the range of values between 2.6 and 3.25. Results of research on the relationship between consumer characteristics with the effectiveness of promotional strategies through packaging design elements of Lapis Bogor Sangkuriang showed that the characteristics of consumers in terms of education have relationships on the dimensions of empathy, persuasion, and impact