The Impact Of Creative Packaging Related To

Costumers Interest In Banda Aceh City

Niswatun Chaira1 and Putri Nabilah2

International Business Economic Program / Accounting
Faculty of Economic and Business
Syiah Kuala University, Indonesia
Niswatunchair@gmail.com
Puutrinabilah@yahoo.com

Abstract

In millennial era now days trade and manufacture into the main sector we would describe
packaging as a part of trade and manufacturer, in the packaging. The function not only for
protector the product, but also as he generate interest of customers. From right now, we required
an interesting product packaging. This journal is analyze about the impact of creative packaging
related to costumers interest. By this research we get conclusion by using primary data which
filled by customers in quisoner. The consumer looking the form of product before they buy
something.

Keyword Product, Inovation, Creativity, Design Packaging, Banda Aceh

Introduction
In modern competitive era, it takes a lot of innovation by every company to maintain its
existence and to keep consumers from switching over products. Using innovations to improve
old products, one must ensure that products must remain competitive in the marketplace (Z.
Fehlin Frinces: 2011). One of the innovations made by the company is to create innovations in
the field of packaging that aims to keep attracting the attention of consumers.
The history of packaging design is closely related to every aspect of human cultural change. The
technological developments, material, production, and conditions of the consumer society, which
are constantly changing result in the increasing need for packaging to protect, store and easier to
transport. Packaging design becomes a media to communicate product contents visually. The
following dense historical perspective will explore how civilization, trade promotion, human
inventions, technological discoveries and global events help facilitate the birth and evaluation of
packaging designs.
In this digital era, human creativity continues to grow rapidly. Everyone keeps looking for slot
to pour out the creativity that they have. Every sector in life is the goal of the creators.both on the
fashion sectors, food, entertain, and lifestyle.But Behind all of it, there is one area which be
target of the creators to pour their creativity, that is the packaging industry. Packaging becomes
especially important for customers or consumers who do not recognize or never recognize and
known at all on certain products.Packaging must have appeal (Z. Fehlin Frinces: 2011)
therefore, the design should be made as creative as possible
Aside from being an innovation to retain consumers, packaging design also aims to increase
sales of a product. Where producers strive to improve the quality and creativity of the packaging
of these products, is expected to increase the selling value of the product.

Literature of review:

Product
The definition of product (product) according to Kotler & Armstrong, (2001: 346) is anything
that can be offered to the market to get attention, bought, used, or consumed that can satisfy the
desires or needs. Conceptually the product is a subjective understanding of the producer of
something that can be offered as an attempt to achieve organizational goals through the
fulfillment of consumer needs and activities, in accordance with the competence and capacity of
the organization and the purchasing power of the market.

Innovation
Everett M. Rogers (1983) An innovation is an idea, practice, or object that is perceived as new
by an individual or other unit of adoption.
Stephen Robbins (1994) is defined, innovation as a new idea applied to initiate or improve a
product or process and service.
Based from that definition, the innovation is the new idea or the new practice to repaid the
previous idea and then would make it better than before.

Creativity
According to NACCCE (National Advisory Committee on Creative and Cultural Education) (on
Craft, 2005), creativity is the imaginative that have the new result and would be valueable.
Then, Feldman ( on Craft, 2005) Defined the creativity is : “the achievement of something
remarkable and new, something which transforms and changes a field of endeavor in a
significant way . . . the kinds of things that people do that change the world.”

Design Packaging
Packaging is a creative design that links form, structure, material, color, image, typography and
design elements with product information to make the product marketable. Packaging is used to
wrap, protect, send, remove, store, identify and distinguish a product on the market (Klimchuk
and Krasovec, 2006: 33).
According to Kotler & Keller (2009: 27), packaging is the activity of designing and producing
container or wrap as a product. Packaging is the activity of designing and producing packaging
or wrapping for the product. Usually the main function of the packaging is to keep the product.
However, packaging now becomes a quite important factor as a marketing tool (Rangkuti, 2010:
132).
According to Kotler (1999: 228), there are four functions of packaging as a marketing tool,
namely:
Self service. Packaging is increasingly functioning more and more in the sales process, where
packaging has to be appealing, mentioning product features, convincing consumers and giving a
thorough impression of supporting the product.

Consumer offluence. Consumers are willing to pay more for the ease, appearance, dependability
and prestige of better packaging.
Company and brand image. The company is well acquainted with the power contained from
carefully designed packaging in accelerating consumers to recognize the company or product
brand.
Inovational opportunity. Innovative packaging methods will benefit consumers and also benefit
manufacturers.

Banda Aceh :
Banda Aceh, formerly known as Kuta Raja, is the capital and largest city in the province
of Aceh, Indonesia. It is located on the island of Sumatra and has an elevation of 35 meters. The
city covers an area of 64 square kilometres and had a population of 219,070 people, according to
the 2000 census ( Wikipedia : Banda Aceh is located on the northwestern tip of Indonesia at the
mouth of the Aceh River. Thus, as the capital city of Aceh, the growth of economy in this city
run well. This city also called as “Kota Mahasiswa” because many college students that live in
Banda Aceh, so it is make the growth of the business increase well.
Methodology
The research focus about Does the creative packaging can improve the consumer interest of the
product in Banda Aceh City? And what is the factor of creative packaging that have the biggest
impact for consumer interest?

Data Sources
The data use the primary data which is got the data from quessionery that filled by some correspondent.

Data Collection
This research was conducted by collecting information and data by survey the customer perception about
the product that use the creative packaging. The research use approach the quessionery that filled by some
correspondent.

Analysis Data
Y=a+b1X1+b2X2+b3X3+e
Description :
Y : Boost the interest consumer by creative design packaging.
X1 : Form of the package
x2 : Material of package
x3 :Typograph of package
a :Constanta
e :Other unresearch variable

Quessionery
The question for Variable (X1) form :
Yes Maybe No
No. Question (3) (2) (1)
1 do you like the unique shape of packaging?
2 do you think that unique shape is more awesome?
3 do you think that old shape of package product must be change ?

The question for Variable (X2) materials :

Yes Maybe No
No. Question (3) (2) (1)
 1 Do you like plastic to be the material of packaging ?
2 Do you like sterofoam to be the material of packaging ?
3 Do you like Paper to be the material of packaging ?

The question for Variable (X3) Typography :

Yes Maybe No
No. Question (3) (2) (1)
1 Have you ever seen the typhography, joke, or cartoon on packaging?
2 Do you think that is the good idea for creative packaging ?
Do you think that the typhography, joke, or cartoon on packaging
3 would be attract you to but the product ?

The question for Variable (Y) Boost the interest consumer :

Yes Maybe No
No. Question (3) (2) (1)
1 do you like to buy product that use the creative packaging?
2 does the creative packaging increase your interest to this product ?
do you think that the creative packaging important to attract your
3 interest ?

Then, the quessionary has been filled by correspondents, the researcher find the result :
Interest (Y) Form (X1) Material (X2 Typography (X3)
No.
Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3
1 2 3 3 2 3 3 3 1 3 3 3 2
2 3 3 3 3 3 3 2 2 3 3 3 3
3 3 3 3 3 3 3 1 1 3 3 3 3
4 2 3 3 3 3 2 3 1 2 3 3 3
5 3 3 3 3 3 3 2 2 1 3 3 3
6 3 3 3 3 3 1 1 1 3 3 3 3
7 3 3 3 3 3 2 2 2 2 3 3 1
8 3 3 3 3 3 3 2 1 2 3 3 2
9 3 3 2 2 2 3 2 2 2 2 2 2
10 3 3 3 3 3 3 1 1 3 3 3 2
11 2 2 3 3 3 3 2 2 2 3 3 2
12 3 3 3 3 3 2 3 1 1 3 1 3
13 3 3 3 3 3 3 3 1 1 3 3 3
14 3 3 3 3 3 1 1 3 1 3 3 3
15 3 3 3 2 3 2 2 3 3 3 3 3
16 2 2 1 2 2 1 1 1 1 3 2 1
17 3 2 1 2 2 1 1 2 3 3 2 2
18 3 3 3 3 3 3 3 3 3 3 3 3
 19 2 2 2 2 2 2 2 1 1 2 2 2
20 3 3 3 3 3 1 2 2 1 3 3 3

Finding and Result

Dependent Variable: Y
Method: Panel Least Squares
Date: 11/23/17 Time: 15:58
Sample: 2015Q1 2017Q4
Periods included: 12
Cross-sections included: 2
Total panel (unbalanced) observations: 20

Variable Coefficient Std. Error t-Statistic Prob.

C 1.070393 1.429974 0.748540 0.4650

X1 0.385537 0.166165 2.320207 0.0339
X2 0.115565 0.166618 0.693592 0.4979
X3 0.445822 0.206571 2.158203 0.0465

R-squared 0.627272 Mean dependent var 8.250000

Adjusted R-squared 0.557386 S.D. dependent var 1.251315
S.E. of regression 0.832490 Akaike info criterion 2.648066
Sum squared resid 11.08864 Schwarz criterion 2.847213
Log likelihood -22.48066 Hannan-Quinn criter. 2.686942
F-statistic 8.975600 Durbin-Watson stat 1.961252
Prob(F-statistic) 0.001017

R-Squared equal to 0.627272, it means that the variable Form, Material, and Typography be able
to explain the relate to Interest 62.72%, the rest factor is dependent by other variable outside.

Based on data, the problem of increasing the costumer interest related to Design Creative
Packaging has a value of 0.4650 while the causes can increase the costumer interest trought the
packaging is the Form of Packaging (X1) is 0.0339 (97%), the Material of Packaging (X2) is
0.4979 (51%), the typography of packaging (X3) is 0.0465 (96%). According on the data, the
biggest influence in boosting the customer interest is the Form of packaging (97%) .

From the above statement, by boosting the form of packaging that attract the customer to more
interest to buy that product. Customers will be think twice when they found two product,
between used creative pacckagiing or not, Customer will be choose the creative packaging ones.

Conclussion

Packaging is a creative design that links form, structure, material, color, image, typography and
design elements with product information to make the product marketable. Packaging is used to
wrap, protect, send, remove, store, identify and distinguish a product on the market. But in this
era, packaging not only to protect the product but also has the revolution trough form, material,
and typography.
However, the customer interest will be boost when the product has a creative package. Because,
the development of technology as run as well of the trading of product.
The most influence the costumer interest by creative package is trough the Form. And the other
factor include the material and the typography.

References
M. Rogers, Everett. 1983. Diffusion of Inovation Third edition.New York : The Free Press
Klimchuk, Marianne and Sandra A. Krasovec. 2006. Packaging Design. Jakarta: Erland.
Kotler and Keller. 2009. Marketing Management. Volume I. Issue 13. Jakarta: Erland.
Kotler, Philip. 1999. Marketing Management. Volume II. Millennium Edition. Jakarta: Prenhallindo.
Hang in, Freddy. 2005. SWOT Analysis: Dissecting Business Case Technique. Jakarta: Gramedia
Robbins, Stephen P., 1994. Teori Organisasi: Struktur, Desain dan Aplikasi, Alih Bahasa Jusuf Udaya,
Jakarta Arcan
Wikipedia/ Banda Aceh, (online), (https://en.wikipedia.org/wiki/Banda_Aceh).