PENGARUH KEMASAN TERHADAP MINAT BELI BATIAH BAGI WISATAWAN KOTA PAYAKUMBUH

Abstract

This problem is motivated by a lack of interest in buying batik for tourists. The research purpose was to reveal the packaging effect on the intention to buy batiah for tourists from Payakumbuh City. This research type uses method of quantitative, the research population is 1,165 tourists visiting Sanjai Erina. Sampling technique purposive sampling, so the samples number in this research was 298 people. The technique for data collection used SPSS 20. Based on the research results that had been conducted at Sanjai Erina, the following conclusions could be drawn: 1) The batiah packaging at Sanjai Erina, based on the results of the research, according to predetermined indicators, was overall included in the good category at 39.3%. 2) The buying interest of visitors at Sanjai Erina based on research results in accordance with predetermined indicators is overall included in the good category of 34.9% 3) There is a influence in significant between packaging on the buying interest of batiah at Sanjai Erina of 19.1% while the remaining 80.9% were influenced by other factors.   Keywords: Packaging, Purchase Interest