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      • Undergraduate Theses
      • UT - Vocational School
      • UT - Agribusiness Management
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      Analisis Desain Kemasan Buah Lengkeng Terhadap Brand Image Pada PT Intidaya Agrolestari

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      Date
      2024
      Author
      Salcea, Ivena
      Husyairi, Khoirul Aziz
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      Abstract
      Salah satu perusahaan penghasil lengkeng di Kabupaten Bogor adalah PT Intidaya Agrolestari. Penjualan lengkeng diperusahaan ini mengalami penurunan sejak tahun 2023. Salah satu faktor yang mempengaruhi penjualan adalah brand image yang terdiri dari desain kemasan. Desain kemasan pada perusahaan belum terdapat unsur-unsur brand image. Penelitian ini bertujuan menganalisis pengaruh desain kemasan buah lengkeng terhadap brand image pada PT Intidaya Agrolestari dan merumuskan strategi pemasaran buah lengkeng berdasarkan brand image. Data penelitian ini dikumpulkan melalui kuisioner terhadap 140 responden yang diambil berdasarkan purposive sampling. Analisis menggunakan metode SEM-PLS dengan program SmartPLS 4.1.0.1 dan analisis SWOT untuk melakukan identifikasi faktor internal dan faktor eskternal perusahaan. Hasil menunjukkan bahwa desain kemasan secara visual dan fungsional berpengaruh signifikan dan positif terhadap brand image. Desain kemasan dan strategi pemasaran dari hasil penelitian ini dapat menjadi masukan untuk acuan perusahaan dalam meningkatkan brand image perusahaan.
       
      One of the longan producing companies in Bogor Regency is PT Intidaya Agrolestari. Longan sales in this company have decreased since 2023. One of the factors that affect sales in brand image which consists of packaging design. The packaging design in the company does not yet have elements of brand image. This study aims to analyze the effect of longan fruit packaging design on brand image at PT Intidaya Agrolestari and formulate longan fruit marketing strategies based on brand image. Research data were collected through questionnaires to 140 respondents who were taken based on purposive sampling. The analysis used the SEM-PLS method with the SmartPLS 4.1.0.1 program and SWOT analysis to identify internal factors and external factors of the company. The results show that visual and functional packaging design has a significant and positive effect on brand image. Packaging design and marketing strategies from the results of this study can be input for the company's reference in improving the company's brand image.
       
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      http://repository.ipb.ac.id/handle/123456789/156426
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      • UT - Agribusiness Management [229]

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      Copyright © 2020 Library of IPB University
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      Contact Us | Send Feedback
      Indonesia DSpace Group 
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