HOW PACKAGING, PRODUCT QUALITY AND PROMOTION AFFECT THE PURCHASE INTENTION?

Abstract

This study aims to measure the moderation between the effect of packaging design and product quality of hand body lotion, a brand of body care products, toward purchase intentions moderated by promotional variable. Data collection methods used are quantitative method in the form of questionnaires totaling 18 questions which are divided into four variables, then will be tested using Moderation method with a comparative approach of two groups of data samples to see the relationship between variables. Data analysis method in this study uses Univariate Analysis of Variance. The results showed that product packaging variables did not increase purchase intention, while product quality and promotion variables affected consumers' purchase intention for hand body lotion products.

Keywords

• Packaging
• product quality
• promotion
• purchase intention
• hand body lotion