The Influence of Packaging and Product Reviews on Purchase Decisions of Amanda Brownies in Palopo City

Abstract

This study aims to analyze the influence of packaging and product reviews on purchasing decisions for Amanda Brownies in Palopo City, both simultaneously and partially. A quantitative approach with a survey design was employed. The sample consisted of 65 respondents—consumers who had purchased Amanda Brownies products in Palopo City—selected using the accidental sampling technique. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with SPSS version 25 software. The results indicate that product packaging and product reviews simultaneously exert a positive and significant influence on purchasing decisions, evidenced by an F-statistic of 36.463 at a significance level of 0.000. Individually, product packaging significantly influences purchasing decisions with a t-statistic of 2.894 (sig. 0.005), while product reviews also have a significant impact with a t-statistic of 5.926 (sig. 0.000); the latter emerged as the dominant variable, based on a standardized beta coefficient of 0.627. The coefficient of determination (R-squared) of 0.815 indicates that 81.5% of the variation in purchasing decisions can be explained by product packaging and product reviews, while the remaining 18.5% is influenced by factors outside the scope of this study. This research underscores that attractive packaging strategies and the management of positive product reviews are crucial factors for culinary business operators to consider in order to enhance consumer purchasing decisions.