THE INFLUENCE OF PACKAGING FORM, PRODUCT DESIGN AND PACKAGING MATERIALS ON CONSUMER PURCHASE INTEREST

Authors

  • Ebitrianto Suma Post-Graduate University of Bina Taruna Gorontalo
  • Susanto Ali Yusuf Post-Graduate University of Bina Taruna Gorontalo
  • Julkifli Umar Post-Graduate University of Bina Taruna Gorontalo
  • Abdul Rahmat Post-Graduate University of Bina Taruna Gorontalo
  • Ellys Rachman Post-Graduate University of Bina Taruna Gorontalo

Keywords:

Form of packaging, product design, packaging materials, consumer buying interest

Abstract

This study aims to examine the effect of product design, packaging form and packaging materials on consumer buying interest. The sample of this research is consumers who buy Yamira Coffee products. The analysis technique used is multiple linear regression analysis, with a total sample of 100 respondents using a purposive sampling method. The results of data analysis and hypothesis testing show that the shape of the packaging, product design and packaging materials have a significant influence on consumer buying interest. The results showed that Yamira Coffee packaging was able to increase consumer purchase interest.

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Published

2023-05-28

How to Cite

Ebitrianto Suma, Susanto Ali Yusuf, Julkifli Umar, Abdul Rahmat, & Ellys Rachman. (2023). THE INFLUENCE OF PACKAGING FORM, PRODUCT DESIGN AND PACKAGING MATERIALS ON CONSUMER PURCHASE INTEREST. European Journal of Research Development and Sustainability, 4(5), 44-47. Retrieved from https://scholarzest.com/index.php/ejrds/article/view/3598

Issue

Vol. 4 No. 5 (2023): EJRDS

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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