Analysis of Consumer Buying Interest in The Application of Intelligent Packaging of Wet Cakes at Palembang City to Support Palembang Tourism

Conventional packaging used in wet cakes has not optimally provided protection, thus impacting the safety of wet cakes and consumer convenience. Several studies on intelligent packaging formulations have been conducted, but not much has been done on consumer buying interest in the use of intelligent packaging. Meanwhile, buying interest is a challenge for producers in implementing new technology. The objective of this research is to identify factors that influence the purchase intention of wet cakes and analyze the preference for the use of intelligent packaging in packaging. This research uses a quantitative approach with an incidental sampling method with the criteria of potentially buying wet cakes. Data were analyzed using regression to answer the influence factors, and chi square to analyze preferences. The results show that of the five variables, packaging and brand do not have an influence on consumer buying interest, namely sig values. 0.847 and 1.000 > 0.05. However, the use of intelligent technology in packaging (design, structure and information) has a significant influence on the tendency of consumers to buy wet cakes with sig values. 0.000, 0.001 and 0.000. These results can recommend to entrepreneurs to be able to use technology on their packaging.