Impact of Packaging to Consumer Behavior on Incense Product in Indonesia
This study was done to establish the correlation between packaging and consumer's buying behavior. The main purpose of this research is to find out the determining factors that affect the success of a brand. This research also indicates and count in the factors between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. Researchers have collected and analyze 175 data from respondents to test the reliability of the model. The conclusion of the finding in this research is that packaging is one of the determining factors of branding and could be the make or break factors for customers to decide whether they would purchase a product. Each element is of utmost importance to be observed; namely colors, packaging materials, and design.