A COMPREHENSIVE ANALYSIS OF THE INFLUENCE OF FOOD PACKAGING DESIGN AMONG ISLAND COLLEGE STUDENTS IN BONGAO, TAWI-TAWI

Abstract

Packaging serves as a vital tool in attracting new customers and significantly influencing the purchasing decisions of target demographics. This study investigates explicitly how packaging affects the buying behavior of college students living on islands, examining five critical packaging elements: color, shape, material, information content, and graphic design. By employing a descriptive research methodology, this research aims to delineate the contexts in which these packaging factors operate and to uncover the relationships among them. To achieve this, a quantitative research design has been employed to measure the values associated with each packaging factor systematically. The data collected were analyzed using frequency and percentage methods to ensure robust validation and insightful interpretation. The findings reveal that respondents strongly agree with the importance of all five packaging factors, indicating a clear recognition of their impact. Notably, these island college students predominantly belong to Generation Z, a cohort known for its unique purchasing habits shaped by digital influences and environmental consciousness. Their responses suggest a heightened sensitivity to how packaging design aligns with their values and preferences. This study not only contributes valuable insights to the existing body of knowledge regarding consumer behavior but also identifies and bridges gaps in understanding the specific implications of packaging on purchasing behavior among this demographic.