The Influence of Packing Design and Product Innovation on Customer Purchase Decisions, the Intervening Role of Marketing Strategy
DOI:
https://doi.org/10.38035/jimt.v7i4.8225Keywords:
Packaging Design, Product Innovation, Marketing Strategy, Purchase Decision, Tea (茶)Abstract
Background: Taiwan is famous for its rich tea culture, but tea producers in Yunlin County face a challenge in attracting the younger generation, especially students who have modern tastes. While attractive Packaging Design and creative Product Innovation are important to grab attention, these factors often need a strong Marketing Strategy to actually convince university students to buy the product. This research aims to explore how marketing serves as a bridge (intervening role) between design and innovation to successfully influence the Purchase Decisions of students. Objective: This study aims to examine the influence of packaging design and product innovation on consumer purchase decisions for tea (茶 / Chá), with marketing strategy as an intervening variable. Methods: This quantitative study uses surveys to collect data from university students. Using SPSS, it analyzes how Packaging Design and Product Innovation (independent variables) influence Purchase Decisions (dependent variable), with Marketing Strategy serving as the intervening variable sample:
The participants are university students selected through purposive sampling. This study focuses on active students who have experience with or an interest in tea consumption to understand their buying behavior. Key Findings: The findings show that Packaging Design and Product Innovation significantly boost Purchase Decisions. Specifically, Marketing Strategy acts as a key bridge, making the design and innovation much more effective in convincing university students to buy the tea products. Conclusion & Implications: Marketing Strategy is essential to turn great design and innovation into actual sales. The study implies that tea businesses must move beyond tradition and use modern marketing to reach university students. Practically, companies should focus on digital branding and creative packaging to effectively influence the younger generation's Purchase Decisions.
References
Beverages. (2024). Clustering consumer adoption behavior with respect to innovative tea products. Beverages, 10(3), 72. https://www.mdpi.com/2306-5710/10/3/72?utm_source=chatgpt.com
Chemical composition and health benefits. (2024). Journal of Tea Science Research. Retrieved from https://hortherbpublisher.com/index.php/jtsr/article/viewFile/3921/3000?utm_source=chatgpt.com
Food Quality and Preference. (2024). Influence of exposure to novel food packaging on consumers’ adoption of innovative products. https://doi.org/10.1016/j.foodqual.2024.105230
Gao, J., & Astillero, M. R. (2022). Product Packaging Design as The Basis of Product Purchase Decision. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(2), 516-530
Hadi, A. (2023). Product innovation and firm performance in developing economies. NSUK Journal of Management Research and Development, 9(4). https://jmrdnsuk.com/d/144?utm_source=chatgpt.com
Jing, D. (2024). The impact of packaging elements on consumer purchasing behavior based on behavioral economics. Frontiers in Business & Economics Management (FBEM). Retrieved from https://drpress.org/ojs/index.php/fbem/article/view/28261?utm_source=chatgpt.com
Khan, S., et al. (2023). Marketing mix strategies and consumer buying behavior. International Journal of Professional Business Review, 8(5), 1–15. https://doi.org/10.26668/businessreview/2023.v8i5.1632
Kozludzhova, K. (2023). Key aspects of product innovations: Theoretical knowledge and research study. Journal of Law and Sustainable Development, 11(5), 1–24. https://doi.org/10.55908/sdgs.v11i5.1130
Kraujalienė, L., & Kromalcas, S. (2022). Brand positioning strategy in the competitive aspect. Business: Theory and Practice, 23(2), 467–475. https://doi.org/10.3846/btp.2022.17223
Market Research. (2025). Tea Market Analysis 2025, Market Size, Share, Growth, CAGR, Forecast, Trends, Revenue, Industry Experts, Consultation, Online/Offline Surveys, Syndicate Reports. Tea Market Analysis 2025, Market Size, Share, Growth, CAGR, Forecast, Trends, Revenue, Industry Experts, Consultation, Online/Offline Surveys, Syndicate Reports
MDPI Foods. (2023). Eco-innovation in the food industry: Exploring consumer motivations in an emerging market. Foods, 13(1), 4. https://www.mdpi.com/2304-8158/13/1/4?utm_source=chatgpt.com
Nguyen, T. H., & Doan, T. (2024). Impact of marketing mix on consumers’ purchase decisions. Heliyon, 10(2), e26784. https://doi.org/10.1016/j.heliyon.2024.e26784
Patil, A. B., Bachute, M., & Kotecha, K. (2021). Artificial Perception of the Beverages: An in-depth Review of the Tea sample. IEEE Access. https://doi.org/10.1109/ACCESS.2021.3086038.
Pereira, D., Salgueiro, M. F., & Rita, P. (2022). Revisiting the marketing mix: The role of the 4Ps in modern marketing strategy. Journal of Marketing Development and Competitiveness, 16(2), 10–20. https://www.articlegateway.com/index.php/JMDC/article/view/5206
Pubmedia Economics. (2024). Packaging perception: Unveiling consumer insights for brand success. Journal of Business Economics and Agribusiness. https://economics.pubmedia.id/index.php/jbea/article/view/296?utm_source=chatgpt.com
Sánchez-Torres, J. A., Sandoval-Almanza, G., & Sandoval-Almanza, M. (2023). Marketing capabilities as mediators between innovation and business performance. Journal of Business Research, 161, 113854. https://doi.org/10.1016/j.jbusres.2023.113854
Tea Market Analysis 2025, Market Size, Share, Growth, CAGR, Forecast, Trends, Revenue, Industry Experts, Consultation, Online/Offline Surveys, Syndicate Reports (n.d.) ‘Tea Market Size, CAGR and Industry Statistics: Taiwan Tea Market Sales Revenue’, available at: https://hortherbpublisher.com/index.php/jtsr/article/view/3921/3000 (Accessed: 30 December 2025).
Wang, X., Mustaffa, C. S., & Mahbob, M. H. (2025). The impact of visual elements of packaging design on purchase intention. Behavioral Sciences, 15(2), 181. https://www.mdpi.com/2076-328X/15/2/181?utm_source=chatgpt.com
Yu, M., Liu, X., & Zhang, H. (2023). A bibliometric analysis of brand orientation strategy in digital marketing: Determinants, research perspectives, and evolutions. Sustainability, 15(2), 1486. https://doi.org/10.3390/su15021486
Zhou, J., & Li, M. (2025). Innovations in tea product development: Feature review. Journal of Tea Science Research, 15(1), 21-29. https://www.hortherbpublisher.com/index.php/jtsr/article/view/4074?utm_source=chatgpt.com
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Diah Dwi Ayuni, Bayu Kurniawan, Noventia Karina Putri
This work is licensed under a Creative Commons Attribution 4.0 International License.
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwaJurnal Ilmu Manajemen Terapan (JIMT) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ilmu Manajemen Terapan (JIMT).
