The Relationship Between PSiKKIT Factors and Packaging Innovation Behavior: A Survey Among Micro-Food Entrepreneurs
Keywords:
micro entrepreneurs, packaging, innovation, Theory of Planned Behavior
Abstract
The purpose of this study is to determine the relationship between knowledge, attitude, awareness, finance, institutional networking and technology (PSiKKIT) factors and packaging innovation behavior among micro-food entrepreneurs. This study uses a Theory of Planned Behavior is appropriate to be applied in the marketing area and entrepreneurs behavior context. A total of 40 micro entrepreneurs on food under agency guidance in Selangor were selected as a sample through a systematic random sampling technique. The instruments of this study using questionnaires that have been validated by expert to evaluate and have good reliability. The data were analyzed statistically inference using Pearson’s correlating test and multiple linear regression techniques. The findings indicate that there is a significant high and positive linear relationship between institutional networking, attitude, awareness and packaging innovation behavior. On the other hand, knowledge, finance and technology indicate non-significant relationship. The findings of this study also reported that the combination of predictor variables PSiKKIT contributed significantly to the behavior of packaging innovation. In fact, the institutional networking as the dominant predictor factor contributes to the innovation behavior of packaging. The implications of this study have been that the factors of PSiKKIT and the behavior of packaging innovations have different influences. The study also suggested that guidance agencies should focus more on institutional networks, raising awareness, financial support and technology support to promote the practice of packaging innovation among micro-food entrepreneurs.
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References
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Favier, M., Celhay, F. & Pantin-Sohier, G. (2019). Is less more or a bore? Package design simplicity and brand perception: an application to Champagne. Journal of Retailing and Consumer Services 46: 11–20.
Felipe, F. de L. & Márcia, R.N.G. (2018). The influence of the specifics of small businesses on innovation. Revista de Gestão 25(3): 242–257.
Guo, L. & Meng, X. (2008). Consumer knowledge and its consequences: An international comparison. International Journal of Consumer Studies 32(3): 260–268.
Hall, H. (2002). Sharing Capability: The Development of a Framework to Investigate Knowledge Sharing in Distributed Organizations. In Proceedings of the. Third European Conference on Organizational Knowledge, Learning and Capabilities, 5–6 April. Athens.
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Johan, J., Nur Faraeein, Z.A., Jabil, M., Nur Izzah Nabilah, H., Siti Hairah, T. &Alexander, C.C. (2018). Faktor penentu kejayaan usahawan kuih tradisional di Daerah Papar , Sabah. GEOGRAFIA OnlineTM Malaysian Journal of Society and Space 141(1): 142–157.
Khan, G., Khan, F., Khan, G. & Khan, F. (2017). The role of packaging and labelling in determining “halalness”: an exploratory study of Muslims in two countries. International Journal Islamic Marketing and Branding 2(2): 85–99.
Kollmuss, A. & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research8(3): 239–260.
Kotler, P. & Armstrong, G. (2012). Principles of Marketing. Edisi ke-14. United States of America: Pearson Prentice Hall.
Lämsä, A.M. & Savolainen, T. (2000). The nature of managerial commitment to strategic change. Leadership & Organization Development Journal 21(6): 297–306.
Mahani, A. & Suraiya, I. (2019). Faktor PSiKKIT: Pendorong inovasi pembungkusan dalam kalangan Industri Kecil dan Sederhana berasaskan perusahaan makanan. Malaysian Journal of Society and Space 15(3): 1–14.
McEachern, M.G. & Warnaby, G. (2008). Exploring the relationship between consumer knowledge and purchase behaviour of value-based labels. International Journal of Consumer Studies 32(5): 414–426.
Mohd Nor Hakimin, Y., Fakhrul Anwar, Z. & Hasannuddin, H. (2018). Entrepreneurial Orientation and Usage of External Business Support for SMEs. International Journal of Academic Research in Business and Social Sciences 8(1): 1–11.
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Nasrudin, N., Rostam, K. & Che Rose, R.A. (2014). Persepsi penduduk Shah Alam terhadap dasar pengangkutan dan kesediaan mengguna pengangkutan mampan Transportation policies and the readiness of local public for sustainable transportation - A perception study of Shah Alam , Malaysia. Malaysian Journal of Society and Space 10(2): 133–142.
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Nor Asiah, O., Hasnan, M.A. & Muhamad Azrin, N. (2016). The effect of entrepreneurial orientation, innovation capability and knowledge creation on firm performance: A perspective on small scale entrepreneurs. Jurnal Pengurusan 48: 187–200.
Nor Ghani, M.N., Abul Bashar, B., Jamaliah, S. & Syed, S.A. (2016). Innovation Barriers and Risks for Food Processing SMEs in Malaysia : A Logistic Regression Analysis. Malaysian Journal of Society and Space 12(2): 167–178.
Norazila, M.N. & Zamzam, M.W. (2012). Faktor Penentu kepada Sinisisme Pekerja terhadap Perubahan Khusus dan Hubungannya dengan Niat untuk Menentang Perubahan dalam Sistem Politeknik di Malaysia. Jurnal Pengurusan 35: 71–86.
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Olcay, G.A. & Bulu, M. (2015). Who should really get government support: an analysis of Turkish SME cases. International Journal of Knowledge-Based Development 6(1):34.
Ombi, N., Ambad, S.N.A. & Bujang, I. (2018). The Effect of Business Development Services on Small Medium Enterprises (SMEs) Performance. International Journal of Academic Research in Business and Social Sciences 8(3): 117–130.
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Published
2020-03-28
How to Cite
Amat, M. and Ishak, S. (2020) “The Relationship Between PSiKKIT Factors and Packaging Innovation Behavior: A Survey Among Micro-Food Entrepreneurs”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(3), pp. 1 - 12. doi: 10.47405/mjssh.v5i3.376.
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