Page 188 - MARSIUM'21 COMP OF PAPER

H3: There is a significant positive relationship between packaging graphics of Arasa shrimp paste and customer purchase
intention
H4: There is a significant positive relationship between packaging size and shape of Arasa shrimp paste and customer
purchase intention.

Unstandardized Standardized

Coefficients Coefficients
Model B Std. Error Beta t Sig.

Packaging Color .285 .081 .271 3.523 .001
Packaging Material .063 .070 .075 .907 .366
Packaging Graphics .512 .081 .538 6.343 .000
Packaging Size and -.005 .085 -.006 -.061 .951
Shape

Dependent Variable: Customer’s Purchase Intention

Table 4.3: Multiple Linear Regression for Coefficient

Table 4.3 shows the result of multiple regression that was used to study the independent variables which are packaging
color, packaging material, packaging graphics and packaging size and shape that influences the dependent variables which is
customer’s purchase intention. Based on Table 4.3, packaging color and packaging graphics variables are supported with
customer’s purchase intention where the significant value of packaging color is 0.01 which is less than 0.05 while the significant
value for packaging graphics is 0.00 which also less than 0.05. This means that packaging color and packaging graphics have
a positive relationship on customer’s purchase intention.

However, based on the result from Table 4.3, the other two variables which are packaging material and packaging size
and shape is not supported as the significant value of this two variables is exceed 0.05. the significant value of packaging
material is 0.366 while significant value of packaging size and shape is 0.951. Hence, these two variables are not influence the
customer’s purchase intention.

In conclusion, based on the result produced by SPSS analysis, it is proven that packaging color and packaging graphics is
the strongest factor that influence customer’s purchase intention, thus the H1 and H3 accepted.

4.4 Summary of Findings

Research Hypothesis Result
H1: There is a significant positive relationship Supported
between packaging color of Arasa Shrimp Paste and
customer purchase intention.

H2: There is a significant positive relationship Not Supported
between packaging material of Arasa shrimp paste
and customer purchase intention.

H3: There is a significant positive relationship Supported
between packaging graphics of Arasa shrimp paste
and customer purchase intention
H4: There is a significant positive relationship Not Supported
between packaging size and shape of Arasa shrimp
paste and customer purchase intention.

Table 4.4: Summary of Findings

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