The influence of product packaging on students’ purchasing intention
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Date
2022-10Author
Wong, Yong Hong
Faziha, Abd. Malek
Tengku Mohd. Khairal, Abdullah
Syahputra, Syahputra
Suriani, Sukri
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Show full item recordAbstract
In today’s competitive market, a product’s packaging plays a crucial part in attracting
customers to purchase a certain product. There was an increase in the amount of
competition between different packaged products. This is because product packaging
has a significant impact on the consumer’s purchase intention. This study seeks to
investigate the influence of product packaging on the purchase intention among
students in one of the Malaysian universities. A quantitative approach was used, with a
total of 331 respondents drawn from the populations. This paper used descriptive
analysis, frequency analysis, reliability analysis, correlation analysis, and multiple
regression analysis. All analyses were developed using the Statistical Package for Social
Science (SPSS) software. The finding shows that all the hypotheses were accepted. The
results indicated that product packaging influences purchasing intention among
university students depending on the four dimensions: packaging colour, packaging
material, packaging design, packaging size, and shape.