Determining Factors in The Packaging Design of Palembang Kemplang Crackers and Their Effect on Purchase Intention: A Voice of Customer Approach
DOI:
https://doi.org/10.31940/jbk.v22i2.87-99Keywords:
Packaging Design, Palembang Kemplang, Purchase Intention, Voice of Customer, PLS-SEMAbstract
This research aims to identify the dimensions that shape the packaging design of Kemplang crackers, develop a packaging design assessment instrument based on the Voice of Customer (VoC), and analyze the impact of packaging design on consumer purchase interest. The research combines the House of Quality approach and the Partial Least Squares Structural Equation Modeling method. Data were collected using a questionnaire instrument distributed online to respondents aged 17-40 who had purchased Kemplang in packaging at least twice in the past year. Data were statistically processed with the help of SmartPLS Version 4 software. The research results show that packaging design, formed by four manifest variables, namely material, appearance, shape, and packaging information, has a strong influence on purchase interest. The novelty of this research lies in the development of a standardized packaging design assessment scale based on consumer perception. Furthermore, based on the research results, a prototype of packaging using food-grade laminated material, a standing pouch with a zip-lock, and a more communicative visual and informational layout was designed, which can be used as a reference for Kemplang Palembang SMEs and local government.
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