Pengaruh Desain Kemasan dan Citra Merek terhadap Keputusan Pembelian pada Produk Keripik Usus UMKM Karunia Putra Snack

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in the Indonesian economy, especially in the culinary sector, which continues to grow amid increasingly intense competition. In such conditions, packaging design and brand image are considered factors that may influence consumer purchasing decisions. This study aims to determine the effect of packaging design and brand image on purchasing decisions for Keripik Usus products of Karunia Putra Snack MSME. This research employed a quantitative method, and data were collected through questionnaires distributed to 50 respondents who had purchased Keripik Usus products from Karunia Putra Snack MSME. Data analysis was conducted using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination with the assistance of SPSS software. The results indicate that packaging design has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and both packaging design and brand image simultaneously have a significant effect on purchasing decisions. The coefficient of determination shows that packaging design and brand image explain 77.2% of purchasing decisions, while the remaining percentage is influenced by other factors outside the scope of this study. Therefore, improving packaging design quality and strengthening brand image can be effective strategies for increasing consumer purchasing decisions toward Keripik Usus products of Karunia Putra Snack MSME.