Title:
DOES PRODUCT PACKAGING, PRODUCT EXHIBITION, AND CONSUMER TASTES OF DRY FOOD AND BEVERAGES PRODUCED BY MSMES AFFECT BUYING INTEREST?

Authors:
Ririn Wulandari*, Retno Purwani Setyaningrum, Indonesia

Abstract:

The purpose of this study is to examine and analyze the effect of product packaging on buying interest mediated by consumer tastes, as well as the effect of exhibition on buying interest in dry food and drinks produced by MSMEs in Indonesia. The results showed that the exhibition of products and consumer tastes significantly and positively influenced buying interest in dry food and drinks. On the other hand, product packaging does not significantly affect the interests of buyers, because the level of income of respondents in this study requires them to control their expenses so that overall packaging is not a priority choice. In addition, product packaging significantly influences buying interest, mediated by consumer tastes. Product packaging that increases customer tastes is innovative and creative packaging, as well as good product packaging indicators.  However, innovative, creative, and good packaging cannot immediately arouse buying interest, first increasing taste. With the emergence of consumer tastes, buying interest is increase. On the other hand, exhibitions at the provincial or national level that best meet the needs and expectations of consumers, because the indicator variable exhibits that most strongly influence buying interest.