Academy of Strategic Management Journal Volume 15, Special Issue 3, 2016

IMPACT OF COFFEE PRODUCT LABELING AND

PACKAGING ON PURCHASE BEHAVIOR WITH
MEDIATING OF BRAND IMAGE AND BRAND TRUST
Baby Amelia Fransesca S, Universitas Padjadjaran
Ina Primiana, Universitas Padjadjaran
Nury Effendi, Universitas Padjadjaran
Aldrin Herwany, Universitas Padjadjaran
ABSTRACT

Packaging is tools to deliver a product that represents the products and services of a
product. In the hyper-competition business, packaging becomes one of its customer decisions to
buy the product. Packaging and labeling coffee product created brand trust and brand image
coffee product. It was much bigger through the packaging and labeling coffee produces will
increase brand image and brand trust so the customer will decide to buy the coffee product. The
purpose of this research is to know the influence of packaging and labeling to purchase behavior
through the brand image and brand trust consumers of coffee bean from and coffee powder
across a number of grocery stores, traditional market and modern market channels at Jakarta
and surrounding.

Key Words: Coffee Product Labeling, Coffee Product Packaging, Brand Image, Brand Trust,
Purchase Behavior

INTRODUCTION

Drink coffee when this became a lifestyle modern society. The growth of cafe that sells
coffee drinks growing fast in Indonesia, especially in big cities such as Jakarta, Bandung,
Semarang, Yogyakarta, Surabaya and Denpasar. Similarly, with retail shops and shopping center
began to be filled with the sale of the ground coffee and roasted coffee in packaging. The size of
the product packaging coffee from 250 grams per package to 100 grams per package. Some
coffee product brand in Indonesia is already known buyers. Coffee products from outside of
Indonesia that used to dominate the market coffee in the packaging now began to be replaced by
the local coffee brand. Packaging design local coffee started to be made more attractive to be
able to compete with the original coffee products abroad. Product display will represent and
inform the product to the consumer. Packaging that wrap the products play an important role.
The development of the packaging industry in Indonesia has experienced rapid development
along with the increase of industrial goods produced in the land. According to the Federation of
Indonesian Packaging states targeted national packaging industry can grow 10 percent in 2015,
become 77 trillion rupiahs than the year 2014 70 trillion rupiah. (Published by FIP on December
11, 2014)

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Academy of Strategic Management Journal Volume 15, Special Issue 3, 2016

LITERATURE REVIEW

Coffee Product

Coffee production in Indonesia continues to grow high along the activities of the
government push to give attention to the coffee industry in Indonesia. The Ministry of Industry
noted the development process of the coffee processing industry in Indonesia is still big chance,
because coffee consumption of Indonesian society an average of new reach 1.2 kg per capita per
year and is under the coffee importing countries such as the USA 4.3 kg, Japan 3.4 kg, Austria
7.6 kg, Belgium 8 kg, Norway 10.6 kg and Finland 11.4 kg per capita per year. (AEKI, March
2016)

PACKAGING AND LABELING

Packaging is that can customize the package with the function because the packaging is
one way to promote products, attracted the interest of consumers to buy a product. Besides the
factor of displaying a product in place of the displays in the retail shops or in the shopping center
will also affect the purchase. Packaging that attracted the attention of the (eye-catching) for
consumers will affect the decision to buy. In a very short period of time and limited, packaging
must be able to attract potential buyers or visitors a retail store or place shopping mall.
According to Klimchuk and Krasovec (2007) defines that the design of the packaging is
creative business associate form,
Structural, material colors, image, typography and design elements with the product
information, so that the product can be marketed and apply to the wrapper, protect, send, issued,
store and distinguish a product which in the end can communicate personality or product
function uniquely consumption.
According to Ampuero and Villas, packaging is direct contact with the product,
protecting the product, and prevent from damage, cause he can be identified. (Ampuero and
Villas, 2006). Lee and Lye (2003) define the packaging is the science of art and technology that
protects the products to oversee the transfer and storage and as a display information. The
product packaging coffee really affects the decision to buy from the customer. This can be seen
in the store retail sales of coffee products in the packaging. The coffee product manufacturers
attempting to display an attractive package to affect the decision to buy the coffee consumer.
Packaging has direct impact to the purchase behavior. The packaging secretly attempting
to influence when consumers will take the decision to buy through package design, color
display and the other. The packaging into the appliance strategic to differentiate product identity
that distinguishes a product with other products (Underwood, Klien and Burke, 2001). On the
label of a product is written about the information that explained about the products, for example
the content of nutrition. Nutritional content can affect the confidence and consumer expectations.
(Kahkonen, Tuorila & Rita 1996, Kozup Creyer and, Burton, 2003, Chandon, 2013).

BRAND IMAGE

In the struggle in the market, marketer attempting to reach the brand image that will
affect the customer decided to buy and to purchase repeatedly to be a faithful subscriber. The
concept of Brand Image according to the previous researchers measured on the product attribute
values and benefits provided product (Reynolds & Gutman, 1984; Faircloth et al. 2001, Hsieh et

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Academy of Strategic Management Journal Volume 15, Special Issue 3, 2016

al., 2004; Roth, 1995; Bhat & Reddy, 1998); the measurement was conducted to help marketer
know clearly brand image products offered and marketer will try to close the weakness of the
products and showcase the benefits of the product, for shaping perceptions and customer attitude
toward a product.
Labeling has an impact on Brand Image. Labeling and packaging is the window of a
product. All of the companies that produce a product from the initial process, namely
determination product design to the process of service after sales of the company will be
illustrated in the labeling and packaging. Packaging has an impact on the Brand Image;
customers very recognize the brand of a product from the form of packaging.

BRAND TRUST

Brand trust will affect purchase customer loyalty. Labeling and packaging a product
represents full product and producer of the product. Customer trust toward the product will be
studying the customer through the label of the product. The label that provides information with
honesty about the product will increase customer confidence toward the brand. (Rundh, 2005)
According to Chanduhuri and Hal Holbrook, (2001) indicators that measure Brand Trust
is 1. I trust on this brand. 2. I rely on this brand 3. This is an honest brand 4. This brand meets
my expectations 5. This brand is safe. When used to measure Brand Trust coffee products, the
authors propose the indicator as follows: 1. I trust in this coffee brand, 2. I rely on this coffee
brand, 3. This coffee brand honest writes information about the product, 4. This coffee brand in
accordance with my expectations, 5. Coffee products are safe for health.

IMPACT OF PACKAGING AND LABELING TO PURCHASE BEHAVIOR MEDIATES

BRAND IMAGE AND BRAND TRUST

Purchase decision making for food ingredients triggered by visual stimuli packaging
(Clement, Kristensen & Gronhaug, 2013). Brand Image has an impact on the Purchase behavior
Eggert, A. &Ulaga, 2002). In making a decision to purchase the product good past experiences
of using heading screened product affects the intention of the consumer decision process. Brand
trust has an impact on the purchasing behavior, event that loyal customers will continue to buy a
product in any circumstances. The process of determining the elect to be purchased will play an
important role. (Oliver, 1980; Pritchard et al., 1999; Russell- Bennet et al. 2007, LaBarbera and
Mazursky, 1983)
The quality of the product received will affect the brand trust (Corritore et al. 2003).
Brand trust is positively related to attitudinal and purchase loyalty, as purchase behavior
(Delgado-Ballester and Munuera-Aleman, 2005, Morgan and Hunt, 1994)

CONCEPTUAL MODEL

Based on a study of the previous research, researchers asking research paradigm as

follows:

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Academy of Strategic Management Journal Volume 15, Special Issue 3, 2016

Figure 1

CONCLUTION
1. The Company to design the packaging and the label is unique, special attention, honest in
writing information about the products in order to, product brand image will be prominent,
consumer confidence will be increased so that they grew decided to buy the coffee product will
choose coffee products produced by the company.
2. The manufacturer periodically to design the packaging and product label for avoiding piracy
brand.
3. The packaging and the label is the control of the preparation.
4. Suspected of the label and packaging will be shaping perceptions and opinions, product coffee
buyers in increasing confidence in the brand in the decision-making purchase products coffee.
5. In the product label coffee there is some additional information that more details about the
products, for example, geographic location where coffee farm coffee products produced and
processing method of coffee bean also information about organic coffee products.

SUGGESTION FOR THE FUTURE RESEARCH

For further researchers suggested doing research by collecting data and analyzed
statistically, because this research is still in the form of research literature, to obtain the results of
research through data processing to test the hypothesis that proposed in the research model. The
next research builds research model by adding a moderating variable measure coffee products as
premium products to measure the importance of the product packaging. Considering the coffee
product of late has developed into the premium products.
Further research is expected to show the importance of the design of the packaging and
product label to increase branding in the middle of a competitive global market.

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