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paste packaging can have a delicious “sambal belacan” pictures or very appetizing pictures or visual that can get customer
intention to buy the product. The picture quality that been used in the Arasa shrimp paste packaging can influence the customer’s
purchase intention. Hanzala Enterprise can use the high quality pictures, 3-D figure for their shrimp paste packaging.

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

Support to Hypothesis Results

(Supported or Not Supported) (Significant)

Not Supported p-value: 0.951

Table 5.2.4: Result of Hypothesis 4

Based on the result of multiple regression in Table 5.2.4, packaging size and shape of Arasa shrimp paste did
not have significant relationship with customer’s purchase intention. The significant reading for this H4 is 0.951 which
is exceed the rule of thumb (greater than 0.05). Hence, packaging size and shape does not influence customer purchase
intention.

The result is different from Sohier’s (2009), Schoormans and Robben (1997), and Siyalo and Speece’s (2004)
which said that packaging size and shape have a positive relationship with customer’s purchase intention. They said that
the more shape of product innovative and different from others, more attention towards product created. The package
shapes can make product more attractive to consumer.

However, the respondents in this research found that packaging size and shape of the shrimp paste is not influence
their purchase intention. This is because, they are already accustomed to existing packaging size and shape due to the shape
of the shrimp paste which is round and square.

5.3 Research Implications
According to the finding of the study, packaging color and packaging graphics have an impact on customer’s purchase
intention. Furthermore, the study discovered that packaging color and packaging graphic have the greatest influence on
customer’s purchase intention. As a result, business may maintain and improve their product packaging in order to attract
their potential customers and maintain their existing and loyalty customers to purchase Arasa shrimp paste. For example,
Hanzala Enterprise can use red color for their new packaging of Arasa shrimp paste, use the appetizing graphic of “sambal
belacan” and also use the high quality picture and printed. Thus, Hanzala Enterprise not only can attract the potential
customers but also can increase their sales as they targeted.
Besides that, this research also can be valuable to shrimp paste industry as shrimp paste industry can make reference on
packaging element that can influence customers purchase intentions. Shrimp paste packaging that have unique and attractive
packaging can lead to customer loyalty and attract the new potential customers to buy the shrimp paste.

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