Art Original

Pengaruh Kemasan terhadap Keputusan Pembelian (Studi Produk Makanan Khas Riau Bolu Cermai Al-mahdi di Kota Pekanbaru)

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Packaging is a medium that functions as a wrapper for a product which at this time has expanded its function as a tool that can encourage sales. In the scope of the regional specialty food business, packaging also functions as an attraction so that consumer purchasing decisions increase. The purpose of this study was to analyze and explain the effect of product packaging on purchasing decisions for typical Riau food products Bolu Cermai Al-Mahdi. This research method is quantitative with data collection techniques used questionnaires distributed to consumers, and the results are analyzed with the help of the SPSS program. The research results concluded; (1) The packaging of Riau Bolu Cermai Al-Mahdi Typical food products is quite good, because it has a total score of 768 located at the interval 551 – 770. (2) Consumer purchasing decisions on Riau Bolu Cermai Al-Mahdi Typical food products are quite good, with a total score of 978 located in the interval 701 – 980. (3) There is a significant effect between packaging on the purchasing decision of typical Riau Bolu Cermai Al-Mahdi food products. The results of the t test obtained t count > t table or 7,391 > 2,048 with a significant value of 0,000 < 0,05. The results of a simple linear regression test show that every increase in packaging by 0,917 will also increase consumer purchasing decisions by 9,124 constantly. The magnitude of the effect of product packaging on purchasing decisions for typical Riau food products Bolu Cermai Al-Mahdi percentaged by 66,1%.

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Detail Information

Call Number

Bisnis 658.4036 Jan p

Language

Indonesia

NPM

157210391

Publisher

Ilmu Administrasi Bisnis : Universitas Islam Riau., 2022

Keyword(s)

Purchase Decision
Product Packaging

Other Information

Petugas

Uthi Kurnia

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