Quantitative analysis reveals packaging quality and promotion significantly influence purchase interest in MSMEs.
Purpose: This study aims to analyze the influence of packaging quality and promotion on the purchase interest of Cisadane Sticky Rice Sponge Cake MSMEs. Research Methodology: This study used quantitative research methods, by taking samples from the entire population and using a questionnaire as the main data collection tool. The population used is all 110 people interested in buying MSMEs. Results: The results show that the variables Packaging Quality (X1) and Promotion (X2) have a significant influence on the variable (Y) Purchase Interest. Limitations: The study is limited to the Cisadane Sticky Rice Sponge Cake MSMEs located in Karawang, Indonesia. Contribution: This study can be useful for MSME owners in the food and beverage industry to improve their packaging quality and promotion strategies to increase customer purchase interest.
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Rachman et al. (2025) studied this question.
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