FAKTOR- FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TELUR KEMASAN EGGTRAY BERBAHAN PLASTIK SKRIPSI

This study aims to analyze the effect of packaging characteristics, packaging function,
and packaging quality on purchasing decisions of eggs packaged in plastic egg trays
using a quantitative approach and survey method. Data were collected through a Likertscale questionnaire from 70 respondents and analyzed using Structural Equation
Modeling–Partial Least Square (SEM-PLS). The results show that packaging function
has a significant effect on purchasing decisions, while packaging characteristics and
packaging quality do not have a significant effect. This indicates that consumers place
greater emphasis on the functional aspects of packaging, such as safety, convenience, and
hygiene, rather than other aspects.