Inovasi Kemasan Produk dan Keputusan Pembelian Madu di PT. Kembang Joyo Sriwijaya Malang

In the past, packaging in a product has not been a concern of consumers, but now many food and beverage business actors are starting to be interested in the use of product packaging so that they carry out various innovations in product packaging. At this time, packaging is very important among business actors, packaging is not only used as a food or beverage wrapper to avoid dust and dirt, but packaging has other benefits, namely as a promotional tool and attracting consumer interest. This study has the objectives of (1) Knowing the innovation of honey product packaging at PT. Kembang Joyo Sriwijaya, (2) Analyzing the level of purchase of honey at PT. Kembang Joyo Sriwijaya, (3) Knowing the relationship between product packaging innovation and honey purchasing decisions at PT. Joyo Sriwijaya Flower. The data used in this study are primary data obtained from questionnaires and secondary data obtained from various literatures. Respondents in this study are honey consumers at PT. Kembang Joyo Sriwijaya who is over 17 years old, and has bought honey products at least once, as many as 60 respondents. The analysis used in this research is descriptive analysis of variables and Partial Least Square (PLS) approach through the Structural Model or Inner Model and Measurement Model or Outer Model. The results obtained in this study are product packaging innovations have a positive and significant relationship to honey purchasing decisions at PT. Kembang Joyo Sriwijaya