PENGARUH DESAIN KEMASAN, PERSEPSI HARGA TERHADAP MINAT DENGAN SIKAP SEBAGAI VARIABEL INTERVENING

Abstract

This research aims to test the influence directly or indirectly the design of product packaging and perception
towards interest rates buy with the attitude of consumers intervening as variables. The first hypothesis test out
packaging design products directly positive effect against the interest purchased. The second hypothesis test price
perception directly positive effect against the interest purchased. The third hypothesis test out packaging design
products directly positive effect against the attitude of consumers. The fourth hypothesis testing price perception
directly positive effect against the attitude of consumers. The fifth hypothesis testing of product packaging design
and perceptions of price indirectly positive effect against the interest to buy, at a time when the attitude of the
intervening variables as kosnumen. The sample in the study totaled 150 respondents, research selected by using
purposive sampling technique. Research data collected from the respondents and analyzed with a linear
regression model, feasibility tests, coefficient of determination, t-test and test path analysis (Path Analisys). The
results of the research on the test of goodness of fit demonstrated that the overall design of the product packaging
and perception towards interest rates with consumer attitude as intervening variable, directly or indirectly, have
a significant influence, making it feasible to use the research further. While in the test path analysis (path
analisys) shows that the design of product packaging effect directly against the interests of buy in a positive and
significant.

Keyword: Product packaging design, perception of price, Consumer Attitudes and Buying Interest.