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All Journal Journal Of Resource Management, Economics And Business (REMICS)
Diva Julio Rachman
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Humanities Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF PACKAGING QUALITY AND PROMOTION ON BUYING INTEREST IN CISADANE STICKY RICE MSMEs Diva Julio Rachman; Puji Isyanto; Neni Sumarni
Journal Of Resource Management, Economics And Business Vol. 4 No. 1 (2025): Journal Of Resource Management, Economics And Business (REMICS)
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/remics.v4i1.141

Abstract

Purpose: This study aims to analyze the influence of packaging quality and promotion on the purchase interest of Cisadane Sticky Rice Sponge Cake MSMEs. Research Methodology: This study used quantitative research methods, by taking samples from the entire population and using a questionnaire as the main data collection tool. The population used is all 110 people interested in buying MSMEs. Results: The results show that the variables Packaging Quality (X1) and Promotion (X2) have a significant influence on the variable (Y) Purchase Interest. Limitations: The study is limited to the Cisadane Sticky Rice Sponge Cake MSMEs located in Karawang, Indonesia. Contribution: This study can be useful for MSME owners in the food and beverage industry to improve their packaging quality and promotion strategies to increase customer purchase interest.
Co-Authors Isyanto, H. Puji Neni Sumarni