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All Journal Jurnal Manajemen Teknologi Jurnal Sosioteknologi Journal of Visual Art and Design ANDHARUPA MUDRA Jurnal Seni Budaya Panggung Tawarikh : Journal of Historical Studies Syntax Literate: Jurnal Ilmiah Indonesia Martabe : Jurnal Pengabdian Kepada Masyarakat Balong International Journal of Design Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Rupa Wayang Nusantara: Journal of Puppetry VCD (Journal of Visual Communication Design) Jurnal Senirupa Warna (JSRW) Wacadesain Aptekmas : Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen dan Kewirausahaan Jurnal Desain Komunikasi Visual Nirmana Enrichment: Journal of Multidisciplinary Research and Development Advances In Social Humanities Research
Mohammad Isa Pramana Koesoemadinata
Telkom University
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Journal : Jurnal Manajemen dan Kewirausahaan

 1 
THE EFFECT OF PACKAGING COLOR SCHEME ON PERCEPTIONS, PRODUCT PREFERENCES, PRODUCT TRIAL, AND PURCHASE INTENTION Wirania Swasty; Mediany Kriseka Putri; Mohammad Isa Pramana Koesoemadinata; Ahmad Nur Sheha Gunawan
Jurnal Manajemen dan Kewirausahaan Vol. 23 No. 1 (2021): MARCH 2021
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (606.603 KB) | DOI: 10.9744/jmk.23.1.27-39

Abstract

This study aims to understand the effect of different color scheme in perceptions and food product preference, product trial, and purchase intention. Using quantitative approach, the questionnaires data were cross tested by chi square and one-way ANOVA. The study found there were no significant differences between the price perception, the perceived quality, product preferences, product trial and intense to buy in the different color schemes, except white dominant color in perceived quality aspect. Respondents assessed the use of monochrome color schemes tended to have higher price perceptions and higher quality than white, yellow, analog, and complementary color schemes. It is expected to be a reference to provide an understanding of packaging design strategy especially food products by using color scheme. Keywords: Color scheme, packaging, product preference, perception, SME.
Co-Authors Amanda, Zuhreini Andriani Barlian, Yelly Arry Mustikawan Didit Widiatmoko Djoko Murdowo Donny Trihanondo Ervina Ulinnuha Fikriyah, Fathimah Nur Gilang Purnama I Gusti Agung Rangga Lawe Irfan Dwi Rahadianto Lingga Agung Mediany Kriseka Putri Muhammad Hilaluzzaman Muhammad Rafli Aditia Putra Solihin Mutia Qana'a Nuning Damayanti Adisasmito, Nuning Damayanti Nur Sheha Gunawan, Ahmad Patra Aditia Pikir Wisnu Wijayanto Putra, I Dewa Alit Dwija Qana’a, Mutia Radhi Beskin Rahmi, Lutfia Fatihah Rais, Fatwa Amin Rendy Pandita Bastari Riksa Belasunda Ronggowarsito, Bimahadi Ilmawan Rurianto, Joko Setiawan Sabana Siwi Anjar Sari Sri Nurbani Wibisono Tegar Guna Putra Wirania Swasty Yanuar Rahman Yelly Andriani Barlian