The Strength of Javanese Traditional Symbol in Packaging Designs and Consumer Values against Purchase Intentions

Abstract

Understanding consumer behavior to achieve a purchase is one of the things that are important to the manufacturer. Manufacturers as marketers must know the factors that affect consumers' buying intentions. Consumers as visual beings that pay attention to the  attractiveness  of  product  packaging.  The  attractiveness  of  product  packaging consisting of images (symbols). In this study the researchers tried to analyze the relationship  of traditional  symbol  appeal  to  the product  packaging and  the value of traditional symbols. Conceptual framework in this research about the importance of the attractiveness of a product packaging that has the characteristic of a symbol needs to be noticed by the manufacturer. The symbolic aspect of packaging is the communication medium between producers and consumers. Symbols tend to be evaluated based on value content based on human perception. The use of traditional symbols in the monggo chocolate pack refers to the shaper of a value perceived by the consumer. The meaning process  of the symbol  in  the benchmark  that  the value of the consumer much less influenced by the symbol in the packaging of a product. the existence of relationships between products and culture, so the symbols affect the attitudes and behavior of consumers, and consequently, it affects the intention to buy. Symbolic values can serve to increase or decrease the chances of a purchase. Openness culture is very important as the main gateway that a consumer wants or not to try to buy a local product that has an emotional closeness with cultural symbols.

Keywords: traditional symbols, traditional values, intentions, openness culture.