PENGARUH MEREK, HARGA, KEMASAN DAN LABEL TERHADAP
PROSES KEPUTUSAN PEMBELIAN BUMBU RACIK NASI GORENG DI
PALEMBANG
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Institusion
Universitas Katolik Musi Charitas
Author
Mauliana, Vivin
Subject
H Social Sciences (General)
Datestamp
2022-04-27 12:00:08
Abstract :
ABSTRACT The phenomenon in society that many employment opportunities for women result in reduced time to cook so the emergence of instant product are an opportunity for companies. The increasing number of instant seasoning on the market meant to provide flexibility for consumers to choose a brand that is in accordance with his wishes. Therefore, the purpose of this research was to determine the effect of brand, price, packaging and label on purchasing decisionsprocess instant seasoning for fried rice. Researchers used purposive sampling and analysis of the data used is multiple regression with F test, t test and the classical assumption test. The result showed that brand significantly influence the purchase decision process instant seasoning for fried rice by 0.375, price significantly influence the purchase decision process instant seasoning for fried rice by 0.813, packaging significantly influence the purchase decision process instant seasoning for fried rice by 0.499 and label significantly influence the purchase decision process instant seasoning for fried rice by 0.326. Keyword: Brand, Price, Packaging, Label and Purchasing decisions process
ABSTRACT The phenomenon in society that many employment opportunities for women result in reduced time to cook so the emergence of instant product are an opportunity for companies. The increasing number of instant seasoning on the market meant to provide flexibility for consumers to choose a brand that is in accordance with his wishes. Therefore, the purpose of this research was to determine the effect of brand, price, packaging and label on purchasing decisionsprocess instant seasoning for fried rice. Researchers used purposive sampling and analysis of the data used is multiple regression with F test, t test and the classical assumption test. The result showed that brand significantly influence the purchase decision process instant seasoning for fried rice by 0.375, price significantly influence the purchase decision process instant seasoning for fried rice by 0.813, packaging significantly influence the purchase decision process instant seasoning for fried rice by 0.499 and label significantly influence the purchase decision process instant seasoning for fried rice by 0.326. Keyword: Brand, Price, Packaging, Label and Purchasing decisions process
File :
EM-2015-112230-Cover.pdf
EM-2015-112230-Abstract.pdf
EM-2015-112230-Complete.pdf
EM-2015-112230-Summary.pdf
EM-2015-112230-Tableofcontent.pdf
EM-2015-112230-Chapter1.pdf
EM-2015-112230-Chapter2.pdf
EM-2015-112230-Chapter3.pdf
EM-2015-112230-Chapter4.pdf
EM-2015-112230-Conclusion.pdf
EM-2015-112230-Reference.pdf
EM-2015-112230-Attachmant.pdf
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