Page 187 - MARSIUM'21 COMP OF PAPER

Packaging Graphics Attractive packaging of Arasa 0.885
shrimp paste influences my purchase Indicates just reached a level of internal
IV 3 intention consistency for our scale with this specific
sample.
The picture quality of Arasa shrimp
paste packaging influences my
purchase intention

The appetizing standard of the
picture quality of Arasa shrimp paste
influences my purchase intention

IV 4 Packaging Size and Shape of Arasa shrimp paste 0.859
Shape packaging influences my purchase Indicates just reached a level of internal
intention consistency for our scale with this specific
sample.
Type of opening of Arasa shrimp
paste packaging influences my
purchase intention
Arasa shrimp paste packaging that
are packaged in a unique manner that
could aid storage and preservation
influences my purchase intention
Dependent Variable

1 Customer’s Purchase I would buy Arasa shrimp paste 0.766
Intention rather than any other brands Indicates just reached a level of internal
available consistency for our scale with this specific
sample.
I am willing to recommend that
others buy Arasa shrimp paste

I intend to purchase Arasa shrimp
paste brand in the future

Table 4.2.2: Result of Reliability Test

4.3 Multiple Regression

Multiple regression applicability to varied types of data and problems, ease of interpretation, robustness to violations of the
underlying assumptions, and widespread availability. For multiple regression analysis, the result of the significant value must
less than 0.05. By having the significant value less than 0.05, it shows that the independent variables have a strong relationship
with the dependent variables. Hence, the hypothesis will be accepted and supported.

In this study, multiple regression was used to test four hypotheses which are:

H1: There is a significant positive relationship between packaging color of Arasa Shrimp Paste and customer purchase
intention.
H2: There is a significant positive relationship between packaging material of Arasa shrimp paste and customer purchase
intention.

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