A Combining Packaging Design and Culinary Technology to Enhance Marketing of Peanut Ingredient Products by Community-based Housewives

Abstract

In product marketing, success often hinges on attention to detail, and minor aspects can have significant impacts. Product marketing problems can be traced to minor aspects rarely explored by other research. Aspects of packaging design and culinary technology are two independent variables that have strong potential to influence the marketing of processed peanut products for community-based housewives in Gunungkidul Regency, Indonesia. Surveys with a quantitative approach dominate the research method. The respondents were housewives who were community members who owned a peanut processing business. The research results show a strong relationship between packaging design and culinary technology in product marketing. Partially, moderation of packaging design strengthens the relationship between culinary technology and product marketing, and conversely, culinary technology weakens it when it becomes a moderating variable. By paying attention to these and other seemingly minor aspects of product marketing, community-based housewives can gain a competitive edge and increase their chances of success in the marketplace.