Consumer Image on the Package of Fruit Leather-tropical Fruit Base
Product
Elys Fauziyah
Program Studi Agribisnis, Fakultas Pertanian, Universitas Trunojoyo
Keywords: Image, Package, Fruit Leather
Abstract: There is plenty of production of tropical fruits in Indonesia, especially in certain harvesting season.
Giving value added on these fruits can be provided through processing activities in order to make changes
on products, and one of the alternatives is by creating the fruit leather. This product is categorized as a
new product in the society. One of the efforts is by attracting consumer interest and affecting impulsive
purchasing decision through the package. The research aimed at identifying consumer image on the
packaging elements of fruit leather. There were 30 respondents taken by using accidental sampling at the
central shopping mall of Carrefour Surabaya. The data was processed descriptively by using a table and
graph. The research result showed that most of the consumers felt impressed with the fruit leather green
package, bright color shade, medium size, made of mica, and tube shape. In addition, based on consumer
image, fruit leather package is categorized as informative, easy to carry, and easy to open or close.
1 INTRODUCTION
Indonesia is known as one of the highest tropical
fruit producer in the world. There are many tropical
fruits produced in Indonesia such as jackfruit,
mango, sapodilla, Java plum, sugar apple, sour soup,
banana, mangosteen, durian, cempedak, etc.
Statistical Board (2017) mentioned that in 2015,
tropical fruit in Indonesia reached 19.393.364 ton
that further decrease by 364.283 ton or equal to
16.72 percent in 2016. This huge decrease is related
to classical problem of producer in terms of
downward yields trend, low price during harvesting
season and perishable product characteristic. In the
other hand, fruit demand keep existing all the time
with significant increase. One of solution could be
offered is by utilizing technology of processing in
order to enhance both value added and fruit supply
in the market, and one of the technologies is fruit
processing into fruit leather.
Fruit leather is one of product that easy
consumed, practical, easy to carry, relatively low
price, less sweet taste, and healthy (Abate and
Christopher 2016). According to FAO (2016), fruit
leather is one of fruit processing product in the form
of sheet with sweet taste, soft, gummy texture, water
content ranged between 15 up to 25% and storage
capacity is up to 9 months (FAO 2016). Type of
fruits oftentimes used for fruit leather material is
those with high pectin content and strong aroma.
Different from other processing fruits that widely
known by people such as syrup, juice, sticky taffy
(dodol) and chips, fruit leather is less known by
people in Indonesia. This is because there are still
less producer and limited marketing channel by
online.
Fruit leather product is categorized as new comer
in processing food market. In related to this, it is
important to determine marketing strategy in
producer level that matched to the product
characteristic so that it will be easy accept by the
market or known as commercialization. Based on
Jalili et.al (2011), commercialization process has
several definitions but the simplest one can be
defined as the effort of introducing new product to
the market or series of activities aimed to deliver
knowledge about product being produced. One of
strategy to be used is by putting on interesting
packaging.
In a competitive circumstances business,
packaging has become important role in stimulating
impulsive purchasing behavior, increasing market
share and decreasing advertisement cost. Pilditch
(1973) stated that packaging has been considered as
quiet seller that can affect consumer decision in
buying the product. Next, Borishade et.al (2015)
246
Fauziyah, E.
Consumer Image on the Package of Fruit Leather-tropical Fruit Base Product.
DOI: 10.5220/0008784302460251
In Proceedings of the 2nd International Research Conference on Economics and Business (IRCEB 2018), pages 246-251
ISBN: 978-989-758-428-2
Copyright
c
 2020 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

mentioned that packaging is needed media to deliver
the product into ultimate consumer that can be
categorized as art to protect product during
distribution, storage and trade. According to
Grundey (2010), packaging could protect the
product from any destructive element such as light,
dust, oil, temperature, mechanical problem, water
and humidity and also biological damage. Therefore,
it is not only as protector but also other important
use as benefit.
Klein and Burke (2001); Klimchuk and
Krasovec, (2007) explained that packaging can have
the function as a strategic element in showing brand,
identity, and difference with other products. This
also can communicate image and identity of the
company in the positioning of the product, creating
consumer perception and impacting the purchasing
decision (Sajuyigbe, et. al., 2013). Other benefits of
packaging also discussed by Ampuero and Natalia
(2006), that this can affect the product purchasing
before consumer choose a brand because it displays
advertisement language with various forms. In
addition, packaging design with pictures will add
product benefit on an unknown product that this may
affect young age consumer which usually like new
things and make the trial.
Packaging has an important role in purchasing
decision. Therefore, it should be designed by
considering elements of packaging. There are three
basic elements namely form, color, and graphic.
Basically, composer variables on package consist of
two dimension namely constructive dimension that
involves graphic design, brand name, color,
typography, and image dimension that consists of
structure design, form, size, material and product
information (Ampuero and Natalia, 2006; and
Klimchuk and Krasovec, 2007). Importance of
packaging design is also stated by Silayoi and
Speece (2004), that the main element in packaging is
a factor affecting consumer judgment and create
consumer image on the package.
Kotler and Amstrong (2008) stated that image is
impression gained by the consumer from an object.
Strong consumer image on products gives several
benefits for producers such as establishing difference
with other products, creating consumer loyalty and
opening the opportunity for development. As a new
product, it is important for fruit leather to know
about the image of a product to be used by the
producer in creating policies for product packaging.
The research aimed to know consumer image on
elements of fruit leather packaging.
2 METHODS
The research was held at Supermarkets Supermarket
Carefour Surabaya. It is purposively determined by
consideration of fruit leather product that segmented
for consumers with over average income standard
(UMR) who usually buys daily needs products at the
supermarket. Since the population is not known,
then based on Gunawan et al., (1996) if there is the
unknown population in the research, then sample
determination may use non probability sampling.
The method being used was accidental sampling, in
which the respondents were consumer met by a
researcher who experienced in consuming fruit
leather. There were 30 respondents.
Data being used was primary data that taken by
questionnaire distribution and close question. The
consumer was asked to judge the fruit leather
package exist in the market. Primary data consists
of:
1) Visual component consists of color, color shade,
size, material, design, and shape.
2) Package features component consists of easiness
in carrying and open/close
3) The verbal component consists of product name,
brand, producer, halal certification, nutrition,
License of health guaranty (BPOM) and
production date.
Data were analyzed by the descriptive method
through graph and percentage. The main purpose of
the descriptive method was learning aspects of what,
how, who and when (Donald, 1996).
3 RESULT AND DISCUSSION
Package creation should consider several factors to
attract consumers in affecting a purchasing decision.
There are: (1) safety factor in which package should
be able to protect the product from ray, air, bacteria,
etc that may trigger product being corrupted, (2)
economic factor in which package cost should not
over product processing price, (3) distribution factor
in which package should not cause any difficulties in
distribution and display, (4) communication factor in
which package should communicate product clearly
to be well memorized and cause positive image on
consumer (5) ergonomic factor in which package
should be easy to be carried and open/close, (6)
esthetic factor in which package design will give
impression of beauty either in color, shape or image,
and (7) environment factor which package should
be environmentally friendly (Dhameria, 2014).
Package creations that consider these factors will
Consumer Image on the Package of Fruit Leather-tropical Fruit Base Product
247

give positive image on the consumer.
3.1 Image of Consumer on Visual
Component of Package
3.1.1 Color and color shade of package
Package color has the function to identify the
product, cause attractiveness, decorate product,
ensure the readable information, and trigger action
(Wirya, 1999). According to Pride and Farrel (2010)
color to be used in the package has several meanings
such as blue means richness, trust, and safety,
meanwhile grey means strength, exclusiveness and
success, etc. Although generally color has similar
meanings color meaning is also affected by culture,
for example, red for China means lucky. Chinese
and Japanese give different meaning in grey color.
This color is interpreted as a cheap product in China
meanwhile Japan thinks that it is an exclusive and
high price product.
A visual component that oftentimes becomes the
main attention of consumer in seeing product
package is color. Fruit leather in both and offline
online market has various colors. Research result
about color showed that there are 30 percent
respondents felt impressed to the fruit leather
package that dominated by green color. This color
oftentimes used by canned vegetable producer as a
label in Asia, Europe, and United States of America.
In addition, green is also identical to agricultural
products and freshness (Pride and Farrel, 2010).
Meanwhile, fruit leather package dominated by
black color did not impress respondents.
Figure 1: Respondent’s Image on Color of Fruit Leather
Package
Similar to consumer image on package color in
which dark color shade on package got less
impressed of respondents. Generally, respondents
had a good image on the bright color shade. This
may be caused by the reason that bright color will
reflect light further than dark color and make it easy
in reading information attached to the package in
showing that fruit leather product being packed by
Figure 2: Respondent’s Image on Color Shade of Fruit
Leather Package
3.1.2 Size of Package
Fruit Leather products were packed by using various
sizes. Generally, there is Large, medium and small
size in which each weight consecutively are 250
gram, 100 gram, and 50 gram. Research result
showed that consumer got impressed with medium
and small size fruit leather. This similar to Fauziyah
(2017) who used the conjoint method 100 gram give
the highest satisfaction among others on consumers.
Figure 3: Respondent’s Image on Size Fruit Leather
Package
3.1.3 Package Material
According to Mukhtar and Nurif (2015), there are
various material can be used for packaging material
such as plastic, wood, and paper. Fruit leather
package was created from various packaging
material such as plastic, mica, aluminum foil,
glasses, and semi aluminum foil. Plastic material and
aluminum foil were used to pack sheet shape
meanwhile rolled fruit leathers were packed by
glasses and mica. There were 30 percent of
respondents got more impressed on mica material.
This has several benefits namely to prevent damage
on rolled fruit leathers, look more beauty and
exclusiveness, in addition, it also suitable for soft
IRCEB 2018 - 2nd INTERNATIONAL RESEARCH CONFERENCE ON ECONOMICS AND BUSINESS 2018
248

and crumbly texture product.
Other research result described that most of the
respondents were not impressed to fruit leather that
packed by glasses material. This material has several
weaknesses namely heavy, high cost, fragile and low
thermal shock.
Figure 4: Respondent’s Image on Material of Fruit Leather
Package
3.1.4 Package Design
Package design consists of several elements namely
image of product and material, the benefit of the
product and mixed of these elements. In designing
the package, the producer can choose to prioritize
one unsure or mixed of the elements. In this research
there were seven alternatives of package design: (1)
prioritizing product benefit image, (2) prioritizing
product image, (3) prioritizing material image, (4)
combination of product image and benefit, (5)
combination of material image and benefit, and (6)
combination of product image and material image.
Analysis result showed that there are 3 groups of
respondents that have a different image on the
package. The first group is those who felt impressed
to the fruit leather package that prioritizes product
image. According to this group, product image will
give a description about the content of the package.
The second group is the consumer that felt
impressed to the package of fruit leather design that
shows product and material. The third group is
impressed with the package that shows material and
benefit. This group is consumer type whose habit is
consuming with paying attention to nutrition and
impact after the consumption.
Figure 5: Respondent’s Image on Design of Fruit
Leather Package
3.1.5 Package Shape
The decision in choosing package should consider
several items such as; shape (solid, liquid and
powder), and selling condition (selling in big
number that will be re- packaged or ready to
consume by ultimate consumers) (Wirya, 1999).
Fruit leather in the market has various packaging
namely cube, beam, long tube, and short tube.
Research result showed that there were 43.33
percent respondents felt impressed to long tube
package. According to consumers, the shape is
suitable for fruit leather that usually sold in the form
of long rolled shape. This also similar to Fauziyah
(2017) result that fruit leather packed by tube can
give additional utilities on consumers.
Figure 6. Respondent’s Image on Shape of Fruit Leather
Package
Consumer Image on the Package of Fruit Leather-tropical Fruit Base Product
249

Table 1: Respondent’s Image on Verbal
Components of Fruit Leather Package
No
Verbal
Compo-
nents
Respondents Opinion
As Consideration
Not As
Consideration
People
%
People
%
1
Easy to
carry 27 90 3 10
2
Easy to
open 24 80 6 20
3
Easy to
re-close 25 83.3 5 16.7
3.1.6 Consumer image on verbal
component of the package
Verbal component or known as the label is
information about product identity belongs to the
company that is aimed for communicating the
product to consumers (Irrubai, 2016). Verbal
component of the package can have the function as
information and communication media to the
consumers. The producer has interest in giving
information about the product so that it can be well
accepted by targeted consumers. In the other hand,
the decision of consumer in purchasing food
product is affected by many factors such as halal
certification, nutrition, the license of health
guaranty (BPOM), production code and expired
date, etc (Noviadji, 2014). Product package of fruit
leather in the market has been imaged by most of
the consumers as the package provide complete
information as follow.
Table 2: Respondent’s Image on Visual Component
of Fruit Leather Package
No
Verbal
Component
Respondent Opinion
Information
available
No Information
available
People
%
People
%
1 Brand name 30 100.0 0 0.00
2 Producer
name
28 93.3 2 6.67
3 Halal
certification
28 93.3 2 6.67
4 Nutrition
content
28 93.3 2 6.67
5 License of
health
guaranty
(BPOM)
30 100.0 0 0.00
6 License of
Home and
Industrial of
Food
Processing
(PIRT)
27 90.0 7 23.33
7 Production
Date
30 100.0 0 0.00
8 Expired
Date
30 100.0 0 0.00
4 CONCLUSION AND
RESEARCH IMPLICATION
The result of analysis and discussion have shown an
illustration of consumer image on several
components such as visual, features, and verbal of
fruit leather package. In the visual components,
consumer felt impressed with the fruit leather in a
green package, bright color shade, medium size,
made of mica, and tube shape. In addition, the
consumer also felt impressed to the easiness in the
opening, re-closing and carrying. In the verbal
components, most of the consumers have the image
that fruit leather package has complete information.
The implication of this research is that fruit leather
producers are expected to produce more numbers of
products by considering variation of package and
consumer image on fruit leather package, and also
maintain both verbal and visual component that has
been positively imaged by consumers.
ACKNOWLEDGEMENT
The gratitude is delivered to Ministry of Research
and Technology of Higher Education that had
supported funding through grant scheme of DP2M,
National Strategy in the year of 2018.
IRCEB 2018 - 2nd INTERNATIONAL RESEARCH CONFERENCE ON ECONOMICS AND BUSINESS 2018
250

REFERENCES
Abate G, Peterson, H.C. 2005. Rapid opportunity
assessment: Fruit Market. Product Center for
Agriculture and Natural Resources. MI.
Ampuero, O., and Natalia, V., 2006 .Consumer
Perceptions of Product Packaging. Journal of
Consumer Marketing, 23(2): 100-112.
Borishade, TT., OO. Iuseye, and DJ. Favour. 2015.
Empirical Study of Packaging and Its Effect on
Consumer Purchase Decision in a Food and Beverages
Firm. European Journal of Business and Social
Sciences, 3(11): 44 – 53
Baourakis, G., G. Baltas, M. Izmiryan, and N. Kalogeras,
(2007). Brand Preference: A Comparative Consumer
Study in Selected EU Countries. Operational Research.
An International Journal, 7(1); 105-120
Chrysochou, P., A. Festila and V. Kulikovskaja. 2015.
Content Analysis of Health Product Packaging Design.
MAPP Centre, Department of Management, Aarhus
University
Dhameria, V., 2014. Analisis Pengaruh Keunikan
Desain Kemasan Produk, Kondusivitas Store
Environment, Kualitas Display Produk Terhadap
Keputusan Pembelian Impulsif (Studi pada Pasaraya
Sri Ratu Pemuda Semarang). Jurnal Sains Pemasaran
Indonesia, 8(1) : 1 – 44 FAO. 2014. Appropriate food
packaging solutions for developing countries. Rome
FAO. Fruit Leather. www.fao.org. Diakses tanggal 1
Maret 2016.
Fauziyah, E., 2017. Consumer Preference
Towards Fruit Leather Attributes of Madurese
Exotic Tropical Fruits. International Research
Journal of Business Studies, 10(2); 111-122
Golan, E., F. Kuchler, and L. Mitchell. 2001.
Economics of Food Labeling. Journal of Consumer
Policy 24 : 117–184
Grundey, D., 2010. Packaging: Surveying Consumers’
Attitude Towards Selected Cosmetic Brands,
Economics & Sociology, 3(1): 87-103.
Gunawan, E. dan I. Nurmawan, 1996. Metode Penelitian
Bisnis. Erlangga, Jakarta.
Jalili,, N., M. Mousakhani, M. Behboudi, 2011.
Nationalized Model for Commercialization, Field
Study in Iran. Interdisciplinary Journal of Research
in Business 1(4): 118–129
Irrubai, ML., 2016. Strategi Labeling, Packaging Dan
Marketing Produk Hasil Industri Rumah Tangga.
Sosio Didaktika: Social Science Education Journal, 3
(1): 17-26
Klimchuk, M. R. and S.A. Krasovec, (2006). Packaging
Design: Successful Product Branding from Concept
to Shelf. John Wiley and Sons, New York.
Klein, N. M., & Burke, R. R.(2001). Packaging
Communication: Attentional Effects of Product
Imagery. Journal of Product &Brand Management,
10 (7): 403-422
Kotler, P., Armstrong, G., Wong, V., Saunders, J.
(2008), Principles of Marketing, 5th European
Editon, Harlow: Pearson Education Ltd.
Letona, P., Violeta. C., Christina, R., and Joaquin, B.
2014. A Qualitative Study Of Children’s Snack Food
Packaging Perceptions and Preferences. BMC Public
Health, 14 (1274):3-6
Mukhtar, S., dan M. Nurif. 2015. Peranan Packaging
Dalam Meningkatkan Hasil Produksi Terhadap
Konsumen. Jurnal Sosial Humaniora 8(2): 181-191
Noviadji, B.R., 2014. Desain Kemasan Tradisional
dalam Konteks Kekinian. Jurnal Fakultas Desain ,
1(1) : 10-21Pilditch, J., 1973. The Silent
Salesman: How to Develop Packaging That
Sells. Business Books Ltd, London.
Pride, W.M., and O.C. Farrel, 2010. Marketing. South-
Western Cengage Learning.
Raheem, D. 2012. Application of Plastics And Paper
as Food Packaging Materials
Silayoi, P., &Speece, M. (2004). Packaging and
Purchase Decisions: An exploratory Study on the
Impact of Involvement Level and Time Pressure.
British Food Journal, 106 (8): 607- 628.
Silberbauer, A. and M. Schmid., 2017. Packaging
Concepts for Ready-to-Eat Food: Recent Progress.
Journal of Packaging Technology and Research,
1:113–126
Wirya, I., 1999. Kemasan yang Menjual : Menang
Bersaing Melalui Kemasan. Gramedia Pustaka Utama,
Jakarta.
Zemlickiene, V. and D.I. Maditinos., 2012. Marketing
Strategy Formulation For Innovative Product
Development Process. Verslas: teorija ir praktika,
13(4): 365–374.
Consumer Image on the Package of Fruit Leather-tropical Fruit Base Product
251