Analysis of the Effect of Packaging Creativity, Packaging Effectiveness and Brand Trust on Interest in Purchasing SME Products in East Java

This study aims to analyze the effect of packaging creativity, packaging effectiveness and brand trust on SME product buying interest in East Java Province. The population targeted in this study were students in East Java Province who were active in management and business study programs in 2020. The number of samples in this study was determined as many as 200 people who were taken with a sampling technique in the form of purposive sampling. Data obtained through the distribution of questionnaires. The data analysis technique used in this study is multiple regression analysis. This research is considered important because the findings produced in this study are expected to be the basis for the formulation of strategies for increasing the sales performance of products produced by SMEs. The novelty of this research lies in the brand trust variable. Brand trust is chosen as a factor influencing buying interest because brand trust is the willingness of consumers to buy a particular brand with the assumption that the brand is able to meet what is expected by consumers. This research succeeded in proving that the creativity of packaging, the effectiveness of packaging and brand trust have a significant influence on the buying interest of SME products in East Java Province