The effect of visual factors and haptic factors of packages design toward purchase decision with brand personalities and purchase intention as mediating variable and brand familiarity as moderating variable (case study on customer of mountoya bottled drinking pt. toyamilindo)

PT. Toyomalindo is one of the leading provider of bottled drinking water with the Mountoya brand based in Cirebon. Competitors from Mountoya in Indonesia have a large market and familiar brands among the public, for example: AQUA, ADES, and VIT. The large number of bottled drinking water from various brands makes the competition in the market tight, besides the products sold in the market have a similar shape as bottled water and have little difference. Therefore by 2015 Mountoya innovates by making changes to their packaging designs. This change is made in addition to reducing the amount of plastic produced by the label on the bottle packaging also provides a new appearance and different from the bottled drinking water products on the market so that it is easily recognizable. The plain, non-labeled bottle design and the embossed Mountoya logo provide an interesting impression and the first time the design is used in Indonesia. Because Mountoya is not as famous as a competitor with a large market and well known to the public, so the question that may arise is; "Is the design innovation of Mountoya packaging capable of attracting the public attention to buy?". Based on the above problem, this research will analyze visual factors and haptic factors in purchasing decisions with brand personalities and buying intention as mediation and brand familiarity variables as moderating variables. The methodology used for this study is quantitatively exclusive using survey approach. The technique used for sample selection was random sampling and respondents were given a sample of Mountoya to assess directly. The sample of this study amounted to 182, sampling was conducted in a public place where many people were performing activities, such as Gor Satria, Gor Soesilo Soedirman, and Balekemambang Park. SPSS statistical software, AMOS is used to analyze data. The results of this study have implications for managers to define strategies for designing their product packaging