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

Support to Hypothesis Results

(Supported or Not Supported) (Significant)

Not Supported p-value: 0.366

Table 5.2.2: Result of Hypothesis 2

Based on the result of multiple regression in Table 5.2.2, packaging material of Arasa shrimp paste did not have
significant relationship with customer’s purchase intention. The significant reading for this H2 is 0.366 which is exceed the
rule of thumb (greater than 0.05). Hence, packaging material does not influence customer purchase intention.

This result is supported by Kotler (1996) said that customer only look at the characteristics and visual of the product
packaging to make decision to purchase the product rather than involve towards the packaging material. Moreover, according
to Speece and Nair (2000) stated that customer purchase intention can be influence by product features rather than product
material. Hence, Hanzala Enterprise can still use the same packaging material as the respondent in this research not too care
about the shrimp paste packaging material.

5.2.3 H3: There is a significant positive relationship between packaging graphics of Arasa shrimp paste and customer
purchase intention

Support to Hypothesis Results

(Supported or Not Supported) (Significant)

Supported p-value: 0.000

Table 5.2.3: Result of Hypothesis 3

Based on this research findings, packaging graphics of Arasa shrimp paste had a significant positive relationship that
influence customer’s purchase intention. This is based on the result of multiple regression where the p-value is 0.000 less than
p value:0.05 and the beta value is 0.538 where it is acceptable.

This result same with previous study from Clenment (2007) and Gofman (2010) where it stated that packaging graphics
have a strong significant positive relationship with customer’s purchase intention. Packaging graphic is important in order to
attach customer eye as today people intend to purchase something that have unique graphics and very attractive. The shrimp

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