Abstrak 
Impact Of Coffee Product Labeling And Packaging On Purchase Behavior With Mediating Of Brand Image And Brand Trust
Baby Amelia Fransesca S, Ina Primiana, Nury Effendi, Aldrin Herwany
Universitas Padjadjaran, Academy of Strategic Management Journal Volume 15, Special Issue 3, 2016, Print ISSN 1544-1458, Online ISSN 1939-6104
Bahasa Inggris
Universitas Padjadjaran, Academy of Strategic Management Journal Volume 15, Special Issue 3, 2016, Print ISSN 1544-1458, Online ISSN 1939-6104
brand image, Brand Trust, Coffee Product Labeling, Coffee Product Packaging, Purchase Behavior
Packaging is tools to deliver a product that represents the products and services of a product. In the hyper-competition business, packaging becomes one of its customer decisions to buy the product. Packaging and labeling coffee product created brand trust and brand image coffee product. It was much bigger through the packaging and labeling coffee produces will increase brand image and brand trust so the customer will decide to buy the coffee product. The purpose of this research is to know the influence of packaging and labeling to purchase behavior through the brand image and brand trust consumers of coffee bean from and coffee powder across a number of grocery stores, traditional market and modern market channels at Jakarta and surrounding.