Page 182 - MARSIUM'21 COMP OF PAPER

2.1.1 Packaging Material

According to Zekiri & Hasani, (2015), customers is more attracted to high quality products than low quality products. They
also stated that packaging materials will affect the customers buying behaviour and influence the customers purchase intention.
Furthermore, according to the previous research by Mutsikiwa & Marumbwa (2013), nowadays packaging material is not only
used to wrap the product but also for the purpose of upgrading the material in terms of quality and durability. Packaging material
is important to ensure product safety and prevent damage. Therefore, the second hypothesis tested in this study is:

H2: There is a significant positive relationship between packaging material of Arasa shrimp paste and customer purchase
intention.

2.1.2 Packaging Graphic

Based on the previous study by Ali et al. (2015), the right selection of image on the product packaging that related with
the brand can attract customers and influence the customers purchase intention. Furthermore, based on the previous research
by Farooq et al. (2015), packaging that have quality graphics will attract and convince customers that the product is good
quality. The attractive pictures on the packaging will also attract the customers purchase intention (Akbari, Gholizadeh and
Zomorrodi, 2014). Therefore, based on the previous study, the third hypothesis is:
H3: There is a significant positive relationship between packaging graphics of Arasa shrimp paste and customer
purchase intention

2.1.3 Packaging Size and Shape

According to the previous research by Ali et al. (2015), customers prefer products packaging that have a size and shape that
makes it easy for them. Besides that, the product packaging that have large sizes give customers feel higher value compared
to products in small packaging (Ali et al., 2015). Furthermore, based on the previous study by Agariya et. al. (2012), the
outline shape of the packaging will influence the customer’s intention to buy the product. Therefore, based on the literature
review, the fourth hypothesis is

H4: There is a significant positive relationship between packaging size and shape of Arasa shrimp paste and customer
purchase intention.

2.2 Research Framework Model

H1

H2

H3

H4

Figure 1: Research Framework Model

Figure 1 shows the research framework of this research. The function is to test the relationships between independent variable
and dependent variable for academic and business purposes. There are four main independent variables which are packaging
color, packaging material, packaging graphic and packaging size and shape and customer purchase intention as dependent
variable. The purpose of this research to identify the relationship between the product packaging and customer purchase
intention.

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