The Effect of Price, Promotion, Product Variation, Packaging Design, and Location on Purchase Intention Toward Rendang Uniadek in Padang City
DOI:
https://doi.org/10.61132/ijema.v3i3.1294Keywords:
Location, Packaging Design, Product Variation, Promotion, Purchase IntentionAbstract
This study aims to analyze the effect of Price, Promotion, Product Variation, Packaging Design, and Location on consumers' Purchase Intention toward Rendang Uniadek products in Padang City, both partially and simultaneously. The study is motivated by fluctuating sales of Rendang Uniadek amid intense competition in the rendang business in Padang City. A quantitative, associative approach was used. The sample consisted of 120 consumers determined through non-probability purposive sampling. Data were collected through questionnaires, observation, interviews, and documentation, then analyzed using descriptive analysis and multiple linear regression with the aid of SPSS version 24.0 and Eviews. The results show that Price, Promotion, Product Variation, Packaging Design, and Location each have a positive and significant effect on Purchase Intention, with significance values of 0.000, 0.006, 0.045, 0.004, and 0.014 respectively (< 0.05). Simultaneously, the five variables also have a significant effect on Purchase Intention, evidenced by an F-value of 22.323 (significance 0.000 < 0.05) and a coefficient of determination (R²) of 0.495, meaning the five variables explain 49.5% of the variation in Purchase Intention. Price is the variable with the largest relative contribution (Standardized Beta 0.366). The study recommends that business owners align price with product quality, intensify promotional activities, expand product variation, improve packaging design, and maintain convenient location access in order to increase consumer purchase intention.
Downloads
References
Abadi, F. P., Aryanto, V. D. W., & Aqmala, D. (2024). Purchase intention as the intervening variable, amongst customer review, product quality, Korean brand ambassadors, and live promotion to purchase decision making. International Journal of Accounting, Management, and Economics Research, 2(2), 63–79. https://doi.org/10.56696/ijamer.v2i2.135
Fajriyah, D., Vindiana, A. P., P. O, A. R., & Tampubolon, E. S. (2025). Analisis pengaruh variasi produk, desain kemasan, kebersihan, dan lokasi terhadap keputusan pembelian konsumen pada UMKM Tamaaman Cake. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 8(3), 1145–1154. https://doi.org/10.37481/sjr.v8i3.1201
Firdayanti, A., Nursal, M. F., & Wulandari, D. S. (2023). Pengaruh kesadaran merek dan variasi produk terhadap keputusan pembelian melalui minat beli Mie Lemonilo di Kota Bekasi. Jurnal Ilmiah, 2, 2628–2643. https://doi.org/10.55681/economina.v2i9.838
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi 9). Badan Penerbit Universitas Diponegoro.
Hidayat, T. (2020). Analisis pengaruh produk, harga, promosi, dan lokasi terhadap keputusan pembelian. Jurnal Ilmu Manajemen, 17(2), 95–105. https://doi.org/10.51804/iej.v2i1.546
Hutabarat, Y. K., Hutapea, D. F., & Patricia, D. (2024). Pengaruh harga dan promosi terhadap minat beli buku di Gramedia Gajah Mada Medan. Jurnal Manajemen, 4, 198–208. https://doi.org/10.51622/jispol.v4i2.2826
Isnaeni, M., Suwasono, E., & Sutapa, H. (2025). Pengaruh promosi online, desain kemasan, dan inovasi produk terhadap keputusan pembelian pada UMKM Keripik Tempe A-Syifa Manisrenggo Kota Kediri. Jurnal Ilmiah Multidisiplin, 3(3), 249–255.
Kapriani, & Jusman, I. A. (2024). Pengaruh desain kemasan dan variasi produk terhadap minat beli konsumen. Jurnal Ilmiah Multidisipliner, 1(1), 22–27. https://doi.org/10.51878/academia.v5i1.4912
Kinasih, A. S., Pertiwi, D., Sadikin, A., & Sanjaya, V. (2023). Pengaruh harga, kualitas produk, dan lokasi terhadap minat beli mahasiswa UIN RIL (Studi pada Komponen Es Teh Indonesia, Sukarame, Bandar Lampung). Jurnal Administrasi Terapan, 2(2), 190–215. https://doi.org/10.36490/jmdb.v2i2.990
Kotajawa, M. B., & Santosa, B. (2024). Pengaruh promosi terhadap minat beli konsumen. Cakrawala, 57–68.
Muflihah, O. N., Susanto, H., & Fitrianti, D. (2023). Pengaruh persepsi harga, promosi, dan desain kemasan terhadap minat beli konsumen AMDK merek Ades. Jurnal Ilmiah Manajemen Kesatuan, 11(2), 353–362. https://doi.org/10.37641/jimkes.v11i2.2035
Mufreni, A. N. (2016). Pengaruh desain produk, bentuk kemasan dan bahan kemasan terhadap minat beli konsumen (Studi kasus Teh Hijau Serbuk Tocha). Jurnal Ekonomi Manajemen, 2(2), 48–54.
Nabillah, A. Z., & Taruna, H. I. (2023). Pengaruh media sosial promosi, variasi produk dan kualitas produk terhadap minat beli produk skincare Somethinc (Studi kasus pada Gen-Z di Jabodetabek). Jurnal Manajemen, 3, 64–73. https://doi.org/10.31294/jab.v3i2.2732
Pangestu, I., Pristiyono, & Munthe, A. M. (2025). Pengaruh identitas merek, harga, promosi dan desain kemasan terhadap keputusan pembelian konsumen pada minuman herbal. YUME: Journal of Management, 8(1), 1691–1703.
Parinussa, R., Salhuteru, A. C., & Pattipeilohy, V. R. (2024). Pengaruh harga terhadap minat beli konsumen. Jurnal Administrasi Terapan, 3(1), 27–35. https://doi.org/10.63545/economist.v1i2.24
Prayoga, A., & Puspitojati, E. (2024). Pengaruh aroma dan desain kemasan terhadap minat beli produk minyak serai wangi (Cymbopogon nardus L.) UMKM Shafaluna, Daerah Istimewa Yogyakarta. Jurnal Ilmiah, 6(2), 165–182. https://doi.org/10.35194/agri.v6i2.4743
Ramadhani, Z., & Solihin, D. (2024). Pengaruh variasi produk dan promosi terhadap minat beli konsumen pada PT Primafood Inter-nasional (Prima Freshmart) Cabang Curug Depok. Prosiding Seminar Nasional Manajemen, 3(2), 22508–22517.
Riyanto, J., Muchayatin, & Cahya, S. D. (2023). Pengaruh desain kemasan, citra merek dan persepsi harga terhadap minat beli konsumen. Jurnal Rekognisi Manajemen, 7(1), 1–11.
Setiawan, R. A., Askolani, & Pauzy, D. M. (2023). Pengaruh persepsi harga dan ulasan produk terhadap keputusan pembelian online (Survei pada konsumen Erigo Official Shop Shopee.co.id di Kota Tasikmalaya). Jurnal Doktor Manajemen, 6(2), 188–203. https://doi.org/10.22441/jdm.v6i2.21900
Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (Sutopo, Ed.; Vol. 11). Alfabeta.
Wardi, P. A., & Dethan, S. H. D. (2024). Pengaruh kualitas, harga, dan promosi terhadap minat beli konsumen Dimsum Asap Wangi. Jurnal Manajemen, 35–41. https://doi.org/10.63545/economist.v1i2.24
Wibowo, E. A., Tibarani, D. A., & Putra, D. A. (2024). Pengaruh lokasi, kualitas produk, harga, dan brand trust terhadap minat beli konsumen pakan kucing Royal Canin di Kota Batam. Jurnal Manajemen, 11(1), 1–12.
Wiyata, M. T., & Kusnara, H. P. (2022). Analisis promosi dan harga terhadap keputusan pembelian konsumen PT Surganya Motor In-donesia Bandung. Jurnal Ekonomi dan Bisnis, 11(3), 1526–1533. https://doi.org/10.34308/eqien.v11i03.1230
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics, Management and Accounting
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
