The main purpose of this study is to explore the effects of consumer perceived
value on product purchase intention in case of package redesign. This research uses online
questionnaire to collect the data, which is distributed to 228 respondents.The respondents
of this research is the consumer who had already bought Pocari Sweat on canned and bottle
packaging. Regression analysis and moderation regression analysis are used to analyze the
data.
The results show that perceived value has significant effect to the purchase
intention. Among factors of perceived value, quality value of commodity, monetary value
of commodity, and goodwill value of commodity it has significant impact on purchase
intention. On the other hand, the results also show that price sensitivity has significant
moderating impact on purchase intention. The result of this research can helps the bussiness
of firms to formulated a better strategy.