Track: Business Management

Abstract

The purpose of this study is to examine the relationship of advertising and product packaging on consumer loyalty. The study was conducted by looking at consumer perceptions of products that have size variants. This study uses a quantitative survey of self-service retail consumers in Bandung, Indonesia. There were 186 consumers who filled out the questionnaire and processed their data through SmartPLS. The respondents were selected with a case study on Sweetened Kenal Milk consumers, because they have many size variants and are easier to find in supermarkets. The results of the study found that there was a good relationship between advertising and packaging on consumer loyalty. Packaging has a better impact on maintaining consumer loyalty, compared to advertising. So that a consumer loyalty model is formed which is supported by product packaging and advertising. Product packaging consists of several antecedent factors, namely unix, easy to use, acceptable, variance, quality, and efficient. In the packaging, in fact there are interesting things where the packaging also provides benefits, one of which is as a product promotion media. This research has an appeal for companies that will maintain consumer loyalty, where it is recommended to keep product packaging as one of the best factors in maintaining consumer loyalty