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Sanita Dhakirah
politeknik negeri malang
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Kemasan dan Inovasi Produk terhadap Keputusan Pembelian Water Base Ink Pada Industri Percetakan Fleksibel Packaging di PT Samudera Warna Internasional Abigail Lituhayu; Sanita Dhakirah; Lina Budiarti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/8cm35238

Abstract

This study aims to analyze the effect of product packaging and product innovation on purchasing decisions for water-based ink in the flexible packaging industry at PT Samudera Warna Internasional. The research is motivated by the gap between the high market potential for eco-friendly inks and the company's fluctuating sales realization. This quantitative study utilizes an explanatory research method. The sample consisted of 60 active consumer companies drawn from a population of 150 companies (January–March 2026 period) using a simple random sampling technique (10% margin of error). Data were collected through Likert-scale questionnaires, observation, and documentation. The data analysis included instrument feasibility tests, classical assumption tests, multiple linear regression, and hypothesis testing (t-test and F-test). The results prove that, both partially and simultaneously, product packaging and product innovation have a positive and significant effect on purchasing decisions. Specific findings indicate that product packaging has a more dominant influence than product innovation. In conclusion, consumer purchasing decisions heavily depend on the quality of visual communication through packaging and the adaptability of product innovation. Therefore, the company is advised to continuously improve packaging design to be more informative and consistently conduct Research and Development (R&D). This research provides a theoretical contribution to marketing management literature regarding consumer behavior toward eco-friendly industrial products.
Pengaruh Brand Image Dan Promosi Media Digital Terhadap Minat Sewa Di Malang Creative Center Laila Nur Azzizzah; Sanita Dhakirah; Rizky Kurniawan Murtiyanto
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

Advances in information technology have brought significant changes in the way people communicate, conduct business and access information. Therefore, having a good brand image is a must for companies and institutions in order to gain trust from the public. This study aims to analyze the effect of brand image and promotion through digital media on rental interest in Malang Creative Center. This study uses a quantitative approach with brand image and digital media promotion as independent variables, while rental interest acts as the dependent variable. Data were collected by distributing questionnaires to 30 objects who are regular users of Malang Creative Center, with saturated sample selection technique. Data were analyzed using multiple linear regression and hypothesis testing. The findings of this study indicate that brand image and promotion through digital platforms have a positive and significant impact on rental interest in Malang Creative Center. Simultaneous tests also confirmed that both independent variables simultaneously influence rental interest. Based on these findings, it can be concluded that both separately and simultaneously, brand image and promotion through digital media have a positive and significant influence on rental interest in Malang Creative Center. Therefore, it is expected that Malang Creative Center continues to maintain and improve the quality of its brand image and digital promotion strategy to be more optimal.
Co-Authors Abdul Muqit Abigail Lituhayu Annisa Taufika Firdausi Ayu Febriyanti Puspitasari Batubulan, Kadek Suarjuna Becik Gathi Anjari Becik Gati Anjari Cahyani, Hilda Erlangga Andi Sukma Fahmi Muhammad Azzuhri Farida Akbarina Isnaini Nur Safitri Joni Dwi Pribadi Khrisna Hadiwinata Kun Mustain Laila Nur Azzizzah Lalu Muhammad Reza Wardhana Lilies Nur Aini LINA BUDIARTI Maskur, M Musthofa Hadi Novitasari Nurfauziah, Suci Nurtjahjani, Fullchis Nurul Hidayatinnisa Nurul Hidayatinnisa' Prima Beauty Kartikasari Rena Feri Wijayanti Riska Ayu Setiawati, Riska Ayu Rizky Kurniawan Murtiyanto Rubianto, Aisyah Vanadia Shohib Muslim Tri Yulistyawati Evelina Win Narasuci