The Impact of Packaging and Promotion on Consumer Purchase Interest (Case Study of Ie Jereneh Products in Juli District)
DOI:
https://doi.org/10.35870/jemsi.v12i5.6948Keywords:
Product Packaging, Promotion, Purchase IntentionAbstract
This study aims to analyze the effect of product packaging and promotion on consumer purchase intention of Ie Jereneh products in Juli District. Purchase intention is an important factor in marketing success influenced by product packaging and promotion. Packaging plays a role in attracting attention and providing added value, while promotion functions as a communication tool to influence consumers. This study uses a quantitative approach with a survey method through questionnaires distributed to 100 respondents. The data were analyzed using multiple linear regression to examine partial and simultaneous effects. The results show that product packaging has a positive and significant effect on purchase intention (t = 4.947; sig = 0.000), and promotion also has a positive and significant effect (t = 10.501; sig = 0.000). Simultaneously, both variables have a significant effect on purchase intention (F = 172.354; sig = 0.000). The coefficient of determination (R²) of 0.780 indicates that 78% of the variation in purchase intention is explained by these variables, while the remaining 22% is influenced by other factors. These findings indicate that product packaging and promotion play an important role in increasing purchase intention; Therefore, businesses should pay attention to attractive packaging design and effective promotional strategies.
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