Exploring Styrofoam Box Consumer Preferences, Experiential Marketing Perspectives, and Their Impact on Purchase Decisions
DOI: https://doi.org/10.70184/b3ydtf90
Consumer Preferences;, Styrofoam box packaging;, wooden box packaging;, Experiential marketing;
Abstract
Purpose: This study aims to examine consumer preferences regarding the use of styrofoam box packaging as an alternative to wooden box packaging and to analyze the factors influencing purchasing decisions. Research Design and Methodology: The research employed a quantitative approach using Structural Equation Modeling (SEM) to investigate the relationships among variables. Data were collected through a survey of 100 consumers who used products packaged in styrofoam boxes. The analysis focused on several determinants, including consumer knowledge, reference groups, perceived quality, perceived price, and experiential marketing dimensions consisting of sensory, emotional, and cognitive elements. Findings and Discussion: The results indicate that consumer knowledge, reference groups, perceived quality, perceived price, and experiential marketing significantly influence purchasing decisions. Experiential marketing plays an important role in shaping consumer perceptions of product value and quality. Furthermore, styrofoam box packaging positively affects purchase decisions because it is perceived as more practical, affordable, and capable of providing adequate product protection compared to wooden box packaging. Implications: These findings contribute to the packaging and marketing literature by highlighting the importance of integrating experiential marketing strategies in packaging design to enhance product competitiveness. The study also provides practical insights for businesses in selecting efficient packaging solutions and suggests future research to explore sustainable packaging alternatives and broader consumer segments.
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Copyright (c) 2025 Tasrik Tasrik, Budiandriani Budiandriani, Khairina Rosyadah (Author)
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