THE INFLUENCES ANALYSIS OFPACKAGING, PRICE AND LOCATION ON CONSUMER PURCHASE INTENTION

Abstract

In the current digitalization era, there have been many changes and developments in the business world, especially in micro, small and medium enterprises (MSMEs).Yum Yum Taste is a cake shop that sells various types of cakes, from dry cakes to wet cakes. The aim of this research is to find out whether there is a relationship between packaging, price and sales location on consumer buying interest at Yum Yum Taste Manado. TypeThis research is associative/quantitative research.The data collection technique in this research uses a questionnaire or questionnaire. This research uses multiple linear regression analysis with the SPSS Version 22.0 program. To obtain good estimates and interpretations from this research, the sample studied was set at 100 respondents. The results of the research show that the variables of packaging, price and sales location together (simultaneously) have a significant effect on consumers' buying interest in Yum Yum Taste Manado. Meanwhile, individually (partially) the variables price, packaging and location influence consumers' buying interest in Yum Yum Taste Manado.