The influence of product packaging on students’ purchasing intention

In today’s competitive market, a product’s packaging plays a crucial part in attracting customers to purchase a certain product. There was an increase in the amount of competition between different packaged products. This is because product packaging has a significant impact on the consumer’s purchase intention. This study seeks to investigate the influence of product packaging on the purchase intention among students in one of the Malaysian universities. A quantitative approach was used, with a total of 331 respondents drawn from the populations. This paper used descriptive analysis, frequency analysis, reliability analysis, correlation analysis, and multiple regression analysis. All analyses were developed using the Statistical Package for Social Science (SPSS) software. The finding shows that all the hypotheses were accepted. The results indicated that product packaging influences purchasing intention among university students depending on the four dimensions: packaging colour, packaging material, packaging design, packaging size, and shape.