PERAN DESAIN DAN MANFAAT KEMASAN SEBAGAI MEDIA KOMUNIKASI YANG MEMENGARUHI MINAT PEMBELIAN FAST MOVING CONSUMER GOODS

The purpose of this study is to examine whether packaging design and packaging benefits serve as an end point for marketing communication that can influence consumer interest in purchasing for FMCG products. The method used is a survey of consumers whose shop at Giant supermarket and JM Kenten on Jl.M.P Mangkunegara Palembang City. Data analysis uses descriptive statistic, multiple linear regression, classic assumption, validity and reliability test. Result show that packaging design and packaging benefit have positive effect to consumer purchase interest.