Building Consumer Purchase Decisions on Natura World Products Through Product Design, Packaging, and Innovation in Tangerang City

Abstract

The purpose of this study is to determine product design, packaging and innovation on purchasing decisions for Natura World in Tangerang City. This research is a quantitative study with a sample of 122 respondents who buy Natura World from Tangerang City. The analytical method used is non-probability sampling with the slovin technique. using SPSS software version 26. The results showed that both partially and simultaneously product design, packaging and innovation variables had a positive effect on purchasing decisions. Product design, packaging and innovation can also reflect the brand image and company values. If the product and packaging design is consistent with the brand identity, consumers will feel a positive impression of the brand. In addition, continuous innovation can reflect the company's commitment to developing better products and better services. This can build consumer confidence and influence their decision to buy the product.