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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Shendri, Gabriella Natasha
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Decision Sciences, Operations Research & Management

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Analysis of Promotion Strategy and Packaging Design on Repurchase Intention (AIDA Implementation) Shendri, Gabriella Natasha; Arimbawa, Putu Adi Putra
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.1.01

Abstract

The pet food industry in Indonesia has experienced rapid growth, driven by the increasing trend of pet humanization, which creates significant opportunities for SMEs such as MyPaw Mart that produce organic and human-grade cat treats. Despite this potential, MyPaw Mart faces key challenges, including low brand awareness and limited consumer trust in product quality. This study aims to examine the influence of promotion strategy and packaging design on consumers repurchase intention using the AIDA (Attention, Interest, Desire, and Action) framework. Employing a quantitative research approach with survey data collected from MyPaw Mart consumers, the results indicate that both promotion strategy and packaging design have a positive and significant impact on repurchase intention. Well-executed promotional efforts, such as engaging social media campaigns and appealing discount programs, enhance consumer attention and desire, while well-designed packaging that clearly communicates product information strengthens trust and purchase decisions.
Co-Authors Putu Adi Putra Arimbawa