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All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Amaliyah, Febby Dzurrotul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Packaging Design, Product Quality, and Brand Image on Buying Interest in Wila Products in Surabaya City Amaliyah, Febby Dzurrotul; Kusuma, Yanda Bara
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.382

Abstract

This study aims to analyze the influence of packaging design, product quality, and brand image on consumer purchasing interest in Wila, a healthy snack made from pumpkin. With the increasing trend of healthy lifestyles, consumers are now more selective in choosing products, including in the snack category. Wila is present as a local healthy snack solution that prioritizes nutritional value and sustainability. This study uses a quantitative approach by distributing questionnaires to 100 respondents who have known or tried Wila products. The sampling technique used was purposive sampling, and the analysis method used was multiple linear regression through SPSS. The results of the study indicate that packaging design, product quality, and brand image partially and simultaneously have a significant effect on consumer purchasing interest.
The Effect of Packaging Design, Product Quality, and Brand Image on Buying Interest in Wila Products in Surabaya City Amaliyah, Febby Dzurrotul; Kusuma, Yanda Bara
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.382

Abstract

This study aims to analyze the influence of packaging design, product quality, and brand image on consumer purchasing interest in Wila, a healthy snack made from pumpkin. With the increasing trend of healthy lifestyles, consumers are now more selective in choosing products, including in the snack category. Wila is present as a local healthy snack solution that prioritizes nutritional value and sustainability. This study uses a quantitative approach by distributing questionnaires to 100 respondents who have known or tried Wila products. The sampling technique used was purposive sampling, and the analysis method used was multiple linear regression through SPSS. The results of the study indicate that packaging design, product quality, and brand image partially and simultaneously have a significant effect on consumer purchasing interest.
Co-Authors Yanda Bara Kusuma