PENGARUH DESAIN PRODUK, KEMASAN, DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN PADA HOME INDUSTRY VIEBEESHOP DESA TEGALOMBO KECAMATAN KAUMAN KABUPATEN PONOROGO

The purpose of this study was to determine the effect of product design, packaging, and word of mouth on consumer buying interest in the Viebeeshop Home Industry. The method used by researchers in this study is the quantitative method. The data from this study were obtained from the distribution of questionnaires distributed to respondents. Analysis using SPSS 25 software. The population in this study are all buyers and consumers of Home Industry Viebeeshop products who have made online or offline purchases. The sample in this study amounted to 93 respondents using non-probability sampling method using purposive sampling technique. The data analysis tool used is Multiple Linear Regression Analysis. The results of this study indicate 1) Product Design has a positive and significant effect on consumer buying interest, 2) Product packaging has a positive and significant effect on consumer buying interest, 3) Word of Mouth has a positive and significant effect on consumer buying interest, 4) Product Design, Packaging, and Word of Mouth have a positive and significant effect on consumer buying interest. Through calculations using SPSS 25.00, the significant value of the product design variable is 0.002 < 0.05 and the tcount > ttable is 3.185 > 1.987, the significant value of packaging is 0.000 < 0.05 and the value of tcount > ttable is 4.045 > 1.987, and the significant value of word of mouth is 0.005. < 0.05 and the value of tcount > ttable of 2,880 > 1,987. Then all the independent variables affect the dependent variable.
Keywords: Product Design, Packaging, Word Of Mouth, Buying Interest