PRODUCT PACKAGING AND CONSUMER PURCHASE DECISIONS AT BOLU CUKKE ZAGENA
DOI:
https://doi.org/10.5281/zenodo.22263339Keywords:
Consumer Purchase Decision, Food Packaging, Local Food, Product PackagingAbstract
This study examines whether product packaging influences consumer purchase decisions for Bolu Cukke Zagena, a traditional food product in Soppeng Regency, Indonesia. The research problem arises from increasing competition among local food businesses and the growing role of packaging as product protection, visual communication, and a source of perceived value. A quantitative causal-associative design was employed. Data were collected from 100 consumers selected through purposive sampling based on prior experience purchasing and consuming the product. Primary data were obtained through a five-point questionnaire covering packaging design, color, material, labeling and information, and packaging practicality, while purchase decisions were represented by need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. The data were analyzed using simple linear regression with SPSS. Descriptive results indicate generally favorable consumer evaluations of both packaging and purchase decisions. The regression coefficient was positive (b = 0.009), but the effect was not statistically significant (t = 0.145; p = 0.885). The R-square value was 0.000, indicating that packaging alone did not explain meaningful variation in purchase decisions. Packaging therefore remains a supporting marketing instrument, while taste, quality, price, promotion, service, and other factors may be more decisive.
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