Effect of Packaging Design on Repurchase Intention to the Politeknik IT&B Medan Using E-Commerce Applications

Abstract

This study aims to determine and analyze effect of packaging design on repurchase intention to the Politeknik IT&B Medan using e-commerce applications. This type of research is descriptive quantitative and survey research methods. This research is conducted on the Politeknik IT&B Medan students using e-commerce applications in the Politeknik IT&B Medan. The sample of this study is a population of 47 respondents or the Politeknik IT&B Medan students, Department of Business Administration, semester 2 and 4. The data analysis method use simple linear regression with partial test (t) and coefficient of determination (R2). The results show that packaging design has a positive and significant effect to the Politeknik IT&B Medan using e-commerce applications. Packaging design can explain the repurchase intention variable by 64.1% and the remaining 35.9% is explain by other variables not examined in this study.