<![CDATA[This study aims to identify consumer preferences regarding the use of styrofoam box packaging as an alternative to wooden box packaging using a quantitative approach with Structural Equation Modeling (SEM) analysis. SEM was employed to examine how experiential marketing dimensions—including sensory, emotional, and cognitive elements—affect consumer perceptions of product quality and purchasing decisions. Data were collected through a survey of 100 consumers using styrofoam box packaging. The results reveal that consumer knowledge, reference groups, perceived quality, perceived price, and experiential marketing significantly influence purchasing decisions. Additionally, styrofoam box packaging has a positive impact on purchase decisions due to its convenience, affordability, and practical product protection compared to wooden boxes. This study contributes to the packaging industry by offering insights into the use of experiential marketing within SEM analysis to enhance product competitiveness.]]>
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