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packaging size and shape skewness value is -1.131 while kurtosis value is 1.270 and lastly for dependent variables which is
customer’s purchase intention, the skewness value is -0.893 and the kurtosis value is -0.074.

4.2.2 Reliability Test

Reliability test is to ensure data consistency. The Cronbach’s Alpha will be used in order to examine the reliability of the
variables. According to Ali et al. (2015), Cronbach’s Alpha value range within 0 to 0.5 is not acceptable, 0.6 to 0.7 is acceptable,
while 0.8 to 0.9 can be considered as excellent. Table 4.2.2 summarize the result of reliability test using Cronbach’s Alpha.
The value of Cronbach’s Alpha for packaging color is 0.633, packaging material is 0.837, packaging graphics is 0.885, and the
value of Cronbach’s Alpha for packaging size and shape is 0.859. For dependent variable which is customer’s purchase
intention, the value of Cronbach’s Alpha is 0.766. Overall, all the independent and dependent variables value of Cronbach’s
Alpha is more than 0.6 and this indicates that the question of this study is reliable and have internal consistency.

No Variables Final Items in Questionnaire Cronbach’s Coefficient Alpha
Independent Variables

IV 1 Packaging Color The color of Arasa shrimp paste 0.633
packaging used now influences my Indicates just reached a level of internal
purchase intention consistency for our scale with this specific
sample.
If the Arasa shrimp paste use the
color combination that can easily be
remembered influences my purchase
intention
If Arasa shrimp paste uses a color
combination that stands out among
other competitive products it
influences my purchasing intentions
The following color combinations of
Arasa shrimp paste affect my
purchase intention

IV 2 Packaging Material Material quality of Arasa shrimp 0.837
paste packaging influences my Indicates just reached a level of internal
purchase intention consistency for our scale with this specific
sample.
Versatility of Arasa shrimp paste
packaging (i.e. can reusable or
ziplock package) influences my
purchase intention
Safety of Arasa shrimp paste
packaging influences my purchase
intention
Ability to recycle Arasa shrimp paste
packaging influences my purchase
intention

Arasa shrimp paste packaging
material influences my purchase
intention

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