| Summary: | Consumerintelligence of PT. WisatajayaDinasasriSatriaKusumaAgro, Batu, Malanginbuying
aproductinfluenced by theattributes ofthe packaging.Packagingattributesonthis companyto be
oneimportantfactorin the improvement ofits marketing strategy, so astodetermine the effecton
purchasing decisionspackagingattributesmeasured perceptionsof consumerswiththe help
ofquestionnaireswereprocesseddata bymultiple linearregressionanalysismethod. The results
showedthe regressionequationY=-01230.031X1+0.163+0.115X2+X3+0.285X4, with
avariableYas thepurchase decisionandthe variableXas avariableconsumer perception ofthe
labeldesign(X1), the form ofpackagingdesign(X2), graphic designpackaging(X3), and
thepackagingfunction(X4). Ftestresultsshowedthatfour variablessignificantlyinfluence the
variableXY.T-testresultsshowedthat thedesign ofthe labelhas no effect, while theform
ofpackagingdesign, graphicpackagingdesign, packagingandfunctioninfluence on purchase
decisionssignificantly,andthe coefficient of determination(R2) indicatesthat theinfluence ofthe
form ofpackagingdesign, graphicpackagingdesign, andfunctionalitypackaginginfluence on
purchase decisionsthatare strong enoughfor60.2%.
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