Pengaruh Tren Packaging dan Variasi Produk terhadap Minat Beli Konsumen pada PT JMS Makmur Sentosa

The Effect of Packaging Trends and Product Variations on Consumer Buying Interest at PT JMS Makmur Sentosa

Abstract

This study examines packaging trends and product variety in relation to consumer purchase intention at PT JMS Makmur Sentosa. An associative quantitative survey involved 100 customers selected through purposive sampling. Five-point Likert questionnaire data were analyzed using SPSS 26. Analyses included validity, reliability, residual normality, heteroscedasticity, multicollinearity, linearity, multiple linear regression, t-tests, an F-test, and coefficients of determination. In the main model, packaging trends had a positive significant coefficient (B = 0.569; t = 7.478; p < 0.001). Product variety also had a positive significant coefficient (B = 0.392; t = 4.951; p < 0.001). The overall model was significant (F = 187.166; p < 0.001), with R² of 0.794 and adjusted R² of 0.790. These findings suggest developing attractive, convenient, and relevant packaging alongside suitable choices of sizes, shapes, and designs. Generalization is limited by nonprobability sampling and the single-company setting. A separate individual-contribution output differs from the main model and requires reconciliation; therefore, it does not support the main conclusions.