Pengaruh Packaging dan Kualitas Produk terhadap Keputusan Pembelian

Survei pada Konsumen Produk Sale Ambon Ibu Ooh Cipatujah Kabupaten Tasikmalaya

Authors

  • Reza Nurfauzi Universitas Perjuangan Tasikmalaya
  • Cece Rakhmat Universitas Perjuangan Tasikmalaya
  • Ari Arisman Universitas Perjuangan Tasikmalaya

DOI:

https://doi.org/10.56799/jim.v1i10.673

Keywords:

Packaging, Product Quality, Purchasing Decisions

Abstract

The objectives of this study was to determine and analyze packaging, product quality and purchasing decisions on Sale Ambon products by Mrs. Ooh Cipatujah Tasikmalaya and the effect of packaging and product quality on purchasing decisions on Sale Ambon products by Mrs. Ooh Cipatujah Tasikmalaya. The research method used in this study is a survey method, while the types of data used in this study are primary data and secondary data. The object of this research is the consumer of Sale Ambon Products, Mrs. Ooh Cipatujah Tasikmalaya, with a sampling technique using simple random sampling method, where the survey was conducted to consumers of Sale products Ambon Mrs. Ooh Cipatujah Tasikmalaya. The data analysis technique used is multiple regression analysis. The results of this test prove that the packaging and product quality simultaneously have a significant effect on purchasing decisions on Sale Ambon products, Mrs. Ooh Cipatujah Tasikmalaya. Likewise, partially packaging and product quality have a significant effect on purchasing decisions on Sale Ambon products, Mrs. Ooh Cipatujah Tasikmalaya.

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Author Biography

Reza Nurfauzi, Universitas Perjuangan Tasikmalaya

The objectives of this study was to determine and analyze packaging, product quality and purchasing decisions on Sale Ambon products by Mrs. Ooh Cipatujah Tasikmalaya and the effect of packaging and product quality on purchasing decisions on Sale Ambon products by Mrs. Ooh Cipatujah Tasikmalaya. The research method used in this study is a survey method, while the types of data used in this study are primary data and secondary data. The object of this research is the consumer of Sale Ambon Products, Mrs. Ooh Cipatujah Tasikmalaya, with a sampling technique using simple random sampling method, where the survey was conducted to consumers of Sale products Ambon Mrs. Ooh Cipatujah Tasikmalaya. The data analysis technique used is multiple regression analysis. The results of this test prove that the packaging and product quality simultaneously have a significant effect on purchasing decisions on Sale Ambon products, Mrs. Ooh Cipatujah Tasikmalaya. Likewise, partially packaging and product quality have a significant effect on purchasing decisions on Sale Ambon products, Mrs. Ooh Cipatujah Tasikmalaya.

References

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Belch, George E. & Michael A. Belch. 2015. Advertising and Promotion: An Integrated Marketing Communication Perspective. Global Edition. New York: McGraw-Hill.

Ghozali, Imam. 2016. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23, Edisi Kelima. Semarang: Universitas Diponegoro

Hartawijaya, William. 2019. Pengaruh Kualitas Produk Dan Desain Kemasan Terhadap Keputusan Pembelian Produk Teh Gelas PT. CS2 Pola Sehat (Orang Tua Group). Jurnal Manajemen Vol.2 No.3 September 2019, Hal. 1150-1161 ISSN 2303-1174. http://repositori.buddhidharma.ac.id/211/4/cover%20skripsi.pdf

Heizer, J. dan Render, B. 2015. Manajemen Operasi, Edisi 7. Jakarta: Salemba Empat

Kartajaya, Hermawan. 2016. New wave marketing: the world is still round, the market is already. Gramedia: Jakarta.

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Published

2022-09-01

How to Cite

Reza Nurfauzi, Cece Rakhmat, & Ari Arisman. (2022). Pengaruh Packaging dan Kualitas Produk terhadap Keputusan Pembelian : Survei pada Konsumen Produk Sale Ambon Ibu Ooh Cipatujah Kabupaten Tasikmalaya. ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 1(10), 4310–3414. https://doi.org/10.56799/jim.v1i10.673

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