Increasing Purchase Intention for Social Enterprise Product Through Re-Designing Product Packaging with Neuromarketing Approach (Case study: Cireundeu Indigenous Community)

Authors

  • Timothy Andrianus Philemon Business Administration Department, Parahyangan Catholic University
  • Maria Widyarini Business Administration Department, Parahyangan Catholic University
  • Paulina Kus Ariningsih Industrial Engineering Department, Parahyangan Catholic University
  • Riarni Adina Ardanareswari Business Administration Department, Parahyangan Catholic University

DOI:

https://doi.org/10.12695/jmt.2023.22.1.4

Abstract

Abstract. The primary purpose of this paper is to explore how redesigning product packaging can increase customer purchase intention. The uniqueness of this research is the use of neuromarketing principles in redesigning product
packaging, and the context that will be discussed is a social enterprise product. The methods used are mixed methods consisting of qualitative methods, experimental design, and quantitative methods. The principle of neuromarketing
discussed in this study is eye-tracking. The quantitative research will then test the relationship between product packaging and purchase intention. A new packaging design was created for RASI product. For a long time, RASI
(Beras Singkong or Cassava Rice) has been an iconic product for Cireundeu due to its heritage and unique culture. The eye-tracking experiments strongly correlate the new packaging design and product purchase intention. This article
resulted in a new packaging design by applying the neuromarketing principle in a social setting.

Keywords: Design, product packaging, neuromarketing, purchase intention, social enterprise


Abstrak. Tujuan utama dari penelitian ini adalah untuk mengeksplorasi bagaimana mendesain ulang kemasan produk dapat meningkatkan niat beli dari pelanggan. Keunikan penelitian ini adalah penggunaan prinsip neuromarketing dalam mendesain ulang kemasan produk, dan konteks yang akan dibahas adalah produk kewirausahaan sosial. Metode yang digunakan adalah metode campuran yang terdiri dari metode kualitatif, desain eksperimen, dan metode kuantitatif. Prinsip neuromarketing yang dibahas dalam penelitian ini adalah eye-tracking. Penelitian kuantitatif kemudian akan menguji hubungan antara kemasan produk dengan niat beli. Desain kemasan baru diciptakan untuk produk RASI. Untuk waktu yang lama, RASI (Beras Singkong) telah menjadi produk ikonik dari Kampung Adat Cireundeu. Eksperimen pelacakan mata sangat berkorelasi dengan desain kemasan baru dan niat pembelian produk. Artikel ini menghasilkan desain kemasan baru dengan menerapkan prinsip
neuromarketing dalam lingkungan sosial.

Kata kunci: Desain, kemasan produk, intensi membeli, kewirausahaan sosial, eye-tracking

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Author Biographies

Timothy Andrianus Philemon, Business Administration Department, Parahyangan Catholic University

Timothy Andrianus Philemon, S.T., M.A.B.  is a bachelor of Industrial Engineering from the Faculty of Industrial Technology, Parahyangan Catholic University.  In 2018, he continued his study in the Master of Business Administration program with a concentration on Entrepreneurship and Innovation.  Currently, he is also actively teaching in the Department of Business Administration, teaching Design Thinking, Entrepreneurship, and Digital Business courses. He has been pursuing entrepreneurship for the past few years by working in one of the creative marketing agencies, GROWUP IDEA as a market researcher and business consultant for SME (Small-medium Enterprise) as well as being involved in various creative and social projects with various organizations.  Currently, he is also developing a social enterprise in the field of informatics education for children with disabilities, namely Code for Social.

Maria Widyarini, Business Administration Department, Parahyangan Catholic University

Maria graduated from Doctor of Science, SBM ITB. Her specialization is in value chain and finance issues. She was a Director of Center of Excellence – Small Medium Enterprise and Development (COE SMED).  Currently, she is the Head of the Business Administration Program at Parahyangan Catholic University and Business Development Manager at Unparplus. She has extensive experience in conducting research, community engagement, and several professional projects.

Riarni Adina Ardanareswari, Business Administration Department, Parahyangan Catholic University

Riarni Adina Ardanareswari graduated from Parahyangan Catholic University majoring Economics. Currently Riarni is taking her doctoral degree in SBM ITB. She is actively engage as MSME consultants despite teaching at Business Admistration Department, Parahyangan Catholic University.

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Submitted

2022-09-29

Accepted

2023-01-13

Published

2023-05-11

How to Cite

Philemon, T. A., Widyarini, M., Ariningsih, P. K., & Ardanareswari, R. A. (2023). Increasing Purchase Intention for Social Enterprise Product Through Re-Designing Product Packaging with Neuromarketing Approach (Case study: Cireundeu Indigenous Community). Jurnal Manajemen Teknologi, 22(1), 54–73. https://doi.org/10.12695/jmt.2023.22.1.4

Issue

Vol. 22 No. 1 (2023)

Section

Articles

License

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium.