The Analysis Of The Influence Of Product Design And Packaging On Customers’ Interest In Buying
DOI:
https://doi.org/10.57203/ijent.v1i1.2023.20%20-%2026Keywords:
Product Design, Packaging, Purchase InterestAbstract
Micro, small and middle class enterprises (MSME) are one of the most important sectors for the economic progress of developing countries, for example Indonesia. The problem in this research is the method of making tape which still uses limited tools, design and packaging forms which tend not to be varied. From the research results,it is known that there is a significant effect of product design (X1) on customers’ buying interest (Y), that when there is an improvement in product design, consumer buying interest will increase. However, there is no significant effect of packaging (X2) on purchasing interest (Y), it means that if there is no improvement in packaging, there will be no reduction in consumers’ purchasing interest. It can also be concluded that product design and packaging have a simultaneous effect on customers’ buying interest. This means that every time there is an improvement in product design and packaging form, consumer buying interest will increase.
References
Kotler, Philip. (2005)“Manajemen Pemasaran,Jilid I Dan II”, Jakarta: PT.Indeks.
Listyawati, Indri Hastuti. (2016). “Peran Penting Promosi Dan Desain Produk Dalam Membangun Minat Beli Konsumen”, Jurnal Bisnis, Manajemen, Dan Akuntansi, 3(), 66.
Mufreni, Alfin NF. (2016). “Pengaruh Desain Produk, Bentuk Kemasan Dan Bahan Kemasan Terhadap Minat Beli Konsumen Studi Kasus Teh Hijau Serbuk Tocha” Jurnal Ekonomi Manajemen, 2 (1), 48-54
Setiawan, N. (2007). Penentuan ukuran sampel memakai rumus slovin dan tabelkrejcie-morgan: telaah konsep dan aplikasinya. Makalah pertama, Yogyakarta: Graha Ilmu,
Slamet St.Y. (2009) Dasar-Dasar Keterampilan Berbahasa Indonesia (Surakarta : LPP UNS Dan UNS Press, 2009).
Sujana, Orgy Irvanto. (2020).“Pengaruh Desain Produk, Pengetahuan Produk, Dan Kesadaran Merk Terhadap Minat Beli Produk Eiger (Survei Presepsi Komunitas Pecinta Alam Di Kota Bogor)” Jurnal Ilmiah Manajemen Kesatuan, 2 (), 106.
Tukiman, Hellena Indriani, Sumantri, Bagus Bambang . (2020). “Analisis Pengaruh Desain Produk, Harga Dan Promosi Terhadap Minat Beli Konsumen Studi Kasus Percetakan Seventeen”, Teknologi Dan Bisnis, 2 (), 35-52.
Zulfikhar, Rosa., Akbarrizki, Muzizat, Jaya, Fabiana Mentari Putri, Nurdayati. (2020) “Pengaruh Desain Kemasan Produk Kopi Dellimas Arabica Coffee Terhadap Minat Beli Konsumen”, Pengembangan Penyuluhan Pertanian, 32 (), 220-241.
