Analysis of Price and Healthy Food Packaging Information on Purchasing Behavior through Customer Satisfaction

Nuzul Inas Nabila; Aida Sari; Risda Marvinita; Tazkiyah Sakinah; Nyimas Latifah Azzahra

doi:10.33753/mandiri.v9i2.382

Nuzul Inas Nabila Fakultas Ekonomi dan Bisnis, Universitas Lampung
Aida Sari Fakultas Ekonomi dan Bisnis, Universitas Lampung
Risda Marvinita Fakultas Ekonomi dan Bisnis, Universitas Lampung
Tazkiyah Sakinah Fakultas Ekonomi dan Bisnis, Universitas Lampung
Nyimas Latifah Azzahra Fakultas Ekonomi dan Bisnis, Universitas Lampung

DOI: https://doi.org/10.33753/mandiri.v9i2.382

Keywords: Consumer Behavior, Packaging Information, Healthy Food, Satisfaction

Abstract

This study analyses the effect of price and product information on healthy food packaging on consumer purchasing behaviour, with customer satisfaction as a mediating variable. Changes in consumer behaviour are triggered by easy access to information, increased awareness of quality of life, and social and cultural factors. Using a quantitative approach with PLS analysis, this study involved healthy food consumers as respondents. The results show that price and packaging information have a significant impact on purchasing behaviour, both directly and through their effect on customer satisfaction. These findings emphasise the importance of product communication strategies and appropriate pricing to increase satisfaction and encourage purchasing decisions in an increasingly competitive healthy food market.

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