Citation:

Kunti Sri Panganti, Rahayu Relawati, Fatimah Nursandi. "Quality and Packaging Influence Customer’s Buying Interest in Fried Shallots: Experience from Probolinggo, Indonesia" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 7-14, 2023.

Abstract:

Fried shallots are processed products commonly made by micro enterprises because the process is easy, and the product is widely consumed as meal seasoning. This product is an important source of income for SMEs in Probolinggo, East Java Province. Several factors can influence the buying interest on fried shallot. The purpose of this study was to determine the influence of quality on price, quality on purchase intention through price mediation, and the influence of packaging on purchase intention. The method used was a survey approach to 5 SMEs selected by purposive sampling. A number of 150 samples were chosen, namely 30 samples of customers from each SME. The data collection technique was carried out by filling out questionnaires and interviews. The descriptive and SEM-PLS analyses were used to analyze the first and second purposes. The results show that quality had a positive influence on price, while quality had an indirect influence on purchase intention through price mediation, and packaging had a positive influence on buying interest. This result has an implication for SMEs who sell fried shallots, and they should pay more attention to the quality and packaging of the product. Moreover, further research is needed with more detailed variable.

References:

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Keywords:

Food Packaging, Processed Shallots, Purchase Intention, Quality Control.