The Influence of Visual Packaging Design on Brand Preference with Mediating Variables Perceived Quality and Perceived Value (Study on Unsoed Students Consumers SilverQueen)

Aprilianing Setyowati, Sri Murni Setyawati, Monica Rosiana


Purpose of this study is to examine and analyze the influence of visual packaging design on brand preference with mediating variables perceived quality and perceived value (study on Unsoed students consumers SilverQueen). This research was conducted at Jenderal Soedirman University. The respondents of this research are Unsoed active students and consumed SilverQueen product at least twice or repeatedly, taken using direct survey method with questionnaire instrument. A survey was conducted to collect data from 125 respondents. This study employed Cronbach Alpha to test the reliability and Confirmatory Factor Analysis (CFA) to test the validity of the measurement items. Additionally, Structural Equation Modelling (SEM) was used to test the hypotheses. The result indicate that visual packaging design has a significant and positive relationship with brand preference; perceived quality; and perceived value. Then, perceived quality in turn has a significant and positive relationship with perceived value. Perceived value successfully mediating visual packaging design in brand preference, and the mediation effect has significant effect. Besides, perceived value successfully mediating perceived quality in brand preference, and the mediation effect has significant effect. However, perceived quality does not show any significant relationship toward brand preference. Furthermore, perceived quality not successfully mediating visual packaging design in brand preference, and the mediation effect has no effect.

Keywords: Visual product packaging design, Perceived quality, Perceived value, Brand preference, Consumer behaviour.

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