PENGARUH BRAND, PACKAGING, PRODUCT INFORMATION, DAN ADVERTISING TERHADAP PURCHASE INTENTION PRODUK BIN & BUN DI SURABAYA
Abstract
Abstrak: Penelitian ini mengkaji pengaruh merek, kemasan, informasi produk, dan periklanan terhadap minat beli produk bakery Bin&Bun di Surabaya. Penelitian ini dilatarbelakangi oleh menurunnya penjualan Two of Us, sebuah usaha bakery kecil yang menggunakan sistem pre-order berbasis Instagram, akibat lemahnya pengelolaan keempat aspek pemasaran tersebut, berbeda dengan Bin&Bun yang menerapkan strategi digital terintegrasi. Data primer dikumpulkan melalui survei daring terhadap 320 responden yang dipilih secara purposive dan familiar dengan Bin&Bun. Analisis regresi linear berganda menggunakan SPSS versi 27 menunjukkan bahwa keempat variabel secara simultan memberikan pengaruh positif dan signifikan terhadap minat beli. Informasi produk menjadi prediktor terkuat, diikuti oleh kemasan, merek, dan periklanan. Nilai R Square mengindikasikan bahwa keempat faktor tersebut secara bersama-sama menjelaskan sebagian besar variasi minat beli konsumen. Temuan ini mengonfirmasi bahwa konsumen lebih mengutamakan kelengkapan informasi produk dan daya tarik kemasan dibandingkan sekadar reputasi merek atau iklan. Bagi Two of Us, penelitian ini menyarankan agar pemulihan dimulai dengan mencontoh pendekatan Bin&Bun, yakni memprioritaskan peningkatan informasi produk dan kemasan terlebih dahulu, sebelum mengurus pendaftaran merek dan mengaktifkan promosi media sosial secara konsisten.
Kata kunci : Merek, Kemasan, Informasi produk, Iklan, Minat beli
Abstract: This study examines the influence of brand, packaging, product information, and advertising on purchase intention for Bin&Bun's bakery products in Surabaya. The research is motivated by the declining sales of Two of Us, a small bakery using Instagram-based pre-order, caused by poor marketing management, contrasting with Bin&Bun's integrated digital strategy. Primary data was collected through an online survey from 320 purposively selected respondents familiar with Bin&Bun. Multiple linear regression analysis using SPSS version 27 revealed that all four variables simultaneously exert positive and significant effects on purchase intention. Product information emerged as the strongest predictor, followed by packaging, brand, and advertising. The R Square value indicates that these four factors jointly explain most of the variance in consumer purchase intention. These findings confirm that consumers prioritize comprehensive product details and packaging appeal over brand reputation or advertising alone. For Two of Us, this suggests that recovery should begin with benchmarking Bin&Bun's approach, focusing first on enriching product information and upgrading packaging before pursuing brand registration and consistent social media promotion.
Keywords : Brand, Packaging, Product Information, Advertising, Purchase Intention
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