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The influence of product packaging on students’ purchasing intention

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Main Authors: Suriani, Sukri, Wong, Yong Hong, Faziha, Abd. Malek, Tengku Mohd. Khairal, Abdullah, Syahputra, Syahputra
Other Authors: surianisukri@unimap.edu.my
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2023
Subjects:
Packaging Colour
Packaging Material
Packaging Design
Packaging Size and Shape
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77814
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spelling my.unimap-778142023-01-30T13:59:42Z The influence of product packaging on students’ purchasing intention Suriani, Sukri Wong, Yong Hong Faziha, Abd. Malek Tengku Mohd. Khairal, Abdullah Syahputra, Syahputra Suriani, Sukri surianisukri@unimap.edu.my Faculty of Business & Communication, Universiti Malaysia Perlis (UniMAP) Faculty of Business & Communications, INTI International University Management Department, Binus Business School, Bina Nusantara University School of Communications & Business, Telkom University Packaging Colour Packaging Material Packaging Design Packaging Size and Shape Link to publisher's homepage at https://ijbt.unimap.edu.my In today’s competitive market, a product’s packaging plays a crucial part in attracting customers to purchase a certain product. There was an increase in the amount of competition between different packaged products. This is because product packaging has a significant impact on the consumer’s purchase intention. This study seeks to investigate the influence of product packaging on the purchase intention among students in one of the Malaysian universities. A quantitative approach was used, with a total of 331 respondents drawn from the populations. This paper used descriptive analysis, frequency analysis, reliability analysis, correlation analysis, and multiple regression analysis. All analyses were developed using the Statistical Package for Social Science (SPSS) software. The finding shows that all the hypotheses were accepted. The results indicated that product packaging influences purchasing intention among university students depending on the four dimensions: packaging colour, packaging material, packaging design, packaging size, and shape. 2023-01-30T13:59:42Z 2023-01-30T13:59:42Z 2022-10 Article International Journal of Business and Technopreneurship, vol.12(3), 2022, pages 33-46 2231-7090 (printed) 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77814 https://ijbt.unimap.edu.my en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Packaging Colour
Packaging Material
Packaging Design
Packaging Size and Shape
spellingShingle Packaging Colour
Packaging Material
Packaging Design
Packaging Size and Shape
Suriani, Sukri
Wong, Yong Hong
Faziha, Abd. Malek
Tengku Mohd. Khairal, Abdullah
Syahputra, Syahputra
Suriani, Sukri
The influence of product packaging on students’ purchasing intention
description Link to publisher's homepage at https://ijbt.unimap.edu.my
author2 surianisukri@unimap.edu.my
author_facet surianisukri@unimap.edu.my
Suriani, Sukri
Wong, Yong Hong
Faziha, Abd. Malek
Tengku Mohd. Khairal, Abdullah
Syahputra, Syahputra
Suriani, Sukri
format Article
author Suriani, Sukri
Wong, Yong Hong
Faziha, Abd. Malek
Tengku Mohd. Khairal, Abdullah
Syahputra, Syahputra
Suriani, Sukri
author_sort Suriani, Sukri
title The influence of product packaging on students’ purchasing intention
title_short The influence of product packaging on students’ purchasing intention
title_full The influence of product packaging on students’ purchasing intention
title_fullStr The influence of product packaging on students’ purchasing intention
title_full_unstemmed The influence of product packaging on students’ purchasing intention
title_sort influence of product packaging on students’ purchasing intention
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2023
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77814
_version_ 1772813112233164800
score 13.222552

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