Consumer Preferences And Packaging Design Influence Coca-Cola Sugar Free Purchase Decisions

Aqsal Raihan Sahrinda; Driya Wiryawan; Dwi Asri Siti Ambarwati

Authors

Aqsal Raihan Sahrinda Universitas Lampung
Driya Wiryawan Universitas Lampung
Dwi Asri Siti Ambarwati Universitas Lampung

Keywords:

Consumer preferences, Packaging Design, Purchase Decision, Sugar-Free Beverage, Coca-Cola Sugar Free

Abstract

This study examines whether consumer preferences and packaging design characteristics are associated with purchase decisions for Coca-Cola Sugar Free among consumers in Sukarame District, Bandar Lampung. A quantitative survey was conducted with 107 respondents selected purposively from adults who had purchased and consumed the product. Data were collected using a five-point Likert questionnaire and analyzed through validity and reliability testing, classical assumption testing, descriptive statistics, and multiple linear regression. The instrument included 16 items for consumer preferences, 24 for packaging design characteristics, and 19 for purchase decisions. Cronbach’s alpha values were 0.966, 0.978, and 0.969, respectively. Regression analysis showed that consumer preferences had a positive and significant association with purchase decisions (B = 0.554; t = 7.621; p < 0.001). Packaging design characteristics also had a positive and significant association (B = 0.260; t = 3.576; p = 0.001). The model explained 49.7% of the variation in purchase decisions (R² = 0.497). Consumer preferences had the larger regression coefficient. The findings highlight the relevance of product fit with consumer tastes and needs, alongside packaging that is recognizable and informative

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