Pengaruh Desain Kemasan dan Harga pada Produk Le Minerale terhadap Minat Beli Konsumen

This study aims to determine the effect of packaging design and price on purchasing interest of Le Minerale among students of Jambi University. This study is a quantitative research type with a sampling technique used is nonprobability sampling. Furthermore, using the Purposive sampling method for data collection with a total of 100 respondents and using the Multiple Linear Regression analysis tool in the SPSS 25 application. The results of the partial test in this study indicate that packaging design has a positive and significant effect on purchasing interest, price has a positive and significant effect on purchasing interest. The results of the simultaneous test show that together the packaging design and price greatly influence consumers when buying Le Minerale products. This shows that through packaging design, it can capture messages about the contents of the product, both through written information and the packaging design itself which provides a certain image so as to evoke a positive emotional response. Price can be a factor that influences consumers to increase their intention to purchase Le Minerale products, because through the listed price consumers can consider or see the quality of the product more.