The Influence of Product Packaging and Product Conformity on Consumer Purchase Intention: Evidence from PT. Alam Jaya Wirasentosa Sibolga Branch
Keywords:
product packaging, product conformity, purchase intentionAbstract
This study aims to analyze the effect of product packaging and product conformity on consumer purchase intention at PT. Alam Jaya Wirasentosa Sibolga Branch. The research employed a quantitative approach with an explanatory research design. The population consisted of 398 consumers, with a sample of 100 respondents selected proportionally. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that simultaneously product packaging and product conformity have a positive and significant effect on purchase intention, with an F-value of 39.965 and a significance level of 0.000 < 0.05. Partially, product packaging has a significant effect (t-value 3.074; sig 0.003 < 0.05), while product conformity shows a more dominant influence (t-value 6.847; sig 0.000 < 0.05). The coefficient of determination (R²) of 0.452 indicates that 45.2% of the variation in purchase intention can be explained by the two independent variables. The regression model obtained is Y = 5.299 + 0.259X₁ + 0.560X₂. These findings suggest that improving packaging quality and aligning products with market needs can enhance consumer purchase intention.
References
Ahmad, A. N., Rahman, A. A., & Rahman, S. A. (2022). Assessing knowledge and religiosity on consumer behavior towards halal food and cosmetic products. International Journal of Social Science and Humanity, 5(1), 10–14. https://doi.org/10.7763/IJSSH.2015.V5.413
Ajzen, I. (2021). From intentions to actions: A theory of planned behavior. In Action control (pp. 11–39). Springer-Verlag.
Arikunto, S. (2021). Manajemen penelitian. Rineka Cipta.
Bahrudin, U., & Sembiring, E. S. K. (2022). Effect of pricing and packaging on consumer purchase decisions at Mr. B in the city of Serang. AMAL INSANI (Indonesian Multidiscipline of Social Journal), 2(2), 127–139. https://doi.org/10.56721/amalinsani.v2i2.13
Farah, I. A., Mansur, A., & Lovita, E. (2024). The effect of brand image, packaging, advertising and product quality on purchasing decisions. Research of Business and Management, 2(2), 77–87. https://doi.org/10.58777/rbm.v2i2.245
Ferdinands, A. R., et al. (2022). What counts? Adding nuance to retail food environment measurement tools in a Canadian context. Public Health Nutrition, 26(7), 1326–1337. https://doi.org/10.1017/S1368980023000733
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (11th ed.). Badan Penerbit Universitas Diponegoro.
Kotler, P. (2020). Manajemen pemasaran. Erlangga.
Kotler, P., & Armstrong, G. (2023). Prinsip-prinsip pemasaran. Erlangga.
Kotler, P., & Keller, K. L. (2023). Manajemen pemasaran (Jilid 1). Erlangga.
Mustafa, P., Niazi, M. B. K., Jahan, Z., Samin, G., Hussain, A., Ahmed, T., & Naqvi, S. R. (2020). PVA/starch/propolis/anthocyanins rosemary extract composite films as active and intelligent food packaging materials. Journal of Food Safety, 40(1). https://doi.org/10.1111/jfs.12725
Penny, A.-Z. (2022). Pengaruh digital marketing terhadap minat beli konsumen. Jurnal Bintang Manajemen.
Saladin, D. (2023). Manajemen pemasaran. Linda Karya.
Sangadji, E. M., & Sopiah. (2020). Metodologi penelitian: Pendekatan praktis dalam penelitian. Andi Offset.
Silayoi, P., & Speece, M. (2022). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41, 1495–1517.
Simamora, H. (2020). Manajemen pemasaran internasional. Rineka Cipta.
STIE Al Washliyah. (2025). Panduan penulisan skripsi dan tugas akhir. STIE Al Washliyah Sibolga Tapanuli Tengah.
Sugiyono. (2020). Metode penelitian kuantitatif. Alfabeta.
Swastha, B. (2021). Manajemen pemasaran. Liberty.
Wang, R. L., Hsu, T. F., & Hu, C. Z. (2021). A bibliometric study of research topics and sustainability of packaging in the greater China region. Sustainability, 13(10), 1–19. https://doi.org/10.3390/su13105384
Yuli, A., et al. (2023). Analisis bauran pemasaran terhadap minat beli konsumen pada PT Anugerah Sumatera Samudera Abadi (ASSA) Pondok Batu Kabupaten Tapanuli Tengah. Jurnal Bintang Manajemen, 1(1), 327–346.
