The Effect of Product Uniqueness and Packaging on Consumer Purchasing Decisions of Ndaqies Women's MSME Products

Evelinda Budi Susana; Erna Pujihartanti

doi:10.61536/escalate.v4i3.584

Authors

Evelinda Budi Susana International Women's University
Erna Pujihartanti International Women's University

DOI:

https://doi.org/10.61536/escalate.v4i3.584

Keywords:

Packaging, Purchasing Decision, Product Uniqueness

Abstract

The increasingly competitive culinary business environment requires women-owned micro, small, and medium enterprises (MSMEs) to develop unique products and attractive packaging to enhance consumer purchasing decisions. This study aims to examine the influence of product uniqueness and packaging on consumer purchasing decisions for Ndaqies products, a women-owned bakery MSME located in Andir District, Bandung City. The research employed a quantitative approach with an explanatory research design. The population comprised of consumers who had purchased Ndaqies products, while the sample comprised 96 respondents selected using the Lemeshow formula. Primary data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression with SPSS version 29. The results indicated that product uniqueness was perceived as very high, packaging as high, and purchasing decisions as very high. The partial hypothesis test (t-test) revealed that both product uniqueness and packaging have a positive and significant effect on purchasing decisions. Furthermore, the simultaneous test (F-test) confirmed that product uniqueness and packaging jointly have a significant influence on consumer purchasing decisions. The study concludes that enhancing product uniqueness through continuous innovation and improving attractive, informative packaging can strengthen the competitiveness of women-owned MSMEs and encourage higher consumer purchasing decisions.

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