PENGARUH DESAIN KEMASAN TERHADAP IMPULSIVE BUYING PADA MAHASISWA PENDIDIKAN EKONOMI FKIP UNIVERSITAS TANJUNGPURA

Abstract

Abstract

The research objectives were to determine: 1) attractive packaging design according
to the perceptions of the Economic Education Study Program of the University of
Tanjungpura, 2) impulsive buying of the Economic Education Study Program of the
University of Tanjungpura, 3) the effect of packaging design on impulsive buying of
the Economic Education Study Program of the University of Tanjungpura, The
research method used is a quantitative form with the type of correlation research.
Sampling techniques with simple random sampling as many as 80 respondents. The
results showed: (1) attractive packaging design according to student perceptions was
included in the very high category of 82.48%, (2) impulsive buying of students was in
the high category of 70.38%, (3) Based on the results of hypothesis testing using the t
test showed that the value of t count > t table or 2.542 > 1.9908, meaning that H0 is
rejected and Ha is accepted. The correlation coefficient value of 0.277 is a low
relationship category. The coefficient of determination is 0.077 or 7.7%. So it can be
concluded that packaging design has a positive and significant effect on impulsive
buying.
Keywords: Packaging Design and Impulsive Buying