The Impact of Packaging, Price, and Product Quality on Purchase Intention of Sweety Diapers : A Case Study of Consumers in Winong, Pasuruan

Siti Aisyah¹*, Abdul Rokhim ² , Nur Aida³

Abstract

This research aims to investigate the impact of packaging, price, and product quality on the purchase intention of Sweety brand nappies. Utilizing a quantitative associative approach, this study identifies packaging, price, and product quality as independent variables, while purchase intention serves as the dependent variable. The study population comprises consumers of Sweety diapers in Winong, Pasuruan Regency, with a sample of 50 respondents selected through purposive sampling, specifically targeting those who have purchased Sweety diapers at least twice. Data collection employed a Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). The analysis was conducted using multiple linear regression, incorporating validity tests, reliability tests, classical assumption tests, hypothesis testing, and analyses of correlation and coefficient of determination. SPSS version 23 was utilized for the analytical procedures. The findings from the partial tests indicate that packaging has a significant partial effect on purchase intention for Sweety nappies, whereas price and product quality do not show a significant partial effect. Conversely, the results from the simultaneous tests reveal that packaging, price, and product quality collectively influence the purchase intention for Sweety nappies.