Pengaruh Packaging Design, Price, Dan Brand Image Terhadap Keputusan Pembelian Kopi Good Day Di Kota Bekasi

Listiani, Erliana (2024) Pengaruh Packaging Design, Price, Dan Brand Image Terhadap Keputusan Pembelian Kopi Good Day Di Kota Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

The purpose of this study was to determine the effect of packaging design, price, and brand image on buying decisions for Good Day coffee products in Bekasi City. The population in this study were people in Bekasi City who had purchased and consumed Good Day coffee. The research method used was descriptive with a quantitative approach. The data used were obtained from questionnaires and literature studies with a sample of 100 respondents. Data analysis using statistical tests and calculations with multiple linear regression analysis was calculated using the Statistical Product and Service Solution 25 (SPSS 25) program. Based on simultaneous variables, packaging design, price, and brand image have a positive and significant effect on buying decisions. Partially, the packaging design variable has a positive and significant effect on buying decisions, the price variable has a positive and significant effect on buying decisions and the brand image variable has a positive and significant effect on buying decisions. The results of the coefficient of determination show that the R square value of 54% of the independent variables can be explained by the dependent variable, while the remaining 46% can be explained by other variables not included in this study.

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