ANALISIS PENGARUH PROMOSI ,KUALITAS PRODUK DAN DESAIN KEMASAN TERHADAP PERSEPSI MEREK YANG BERDAMPAK KEPADA KEPUTUSAN PEMBELIAN HAND AND BODY LOTION MEREK VASELINE (Studi Kasus TIP TOP Ciputat, Tangerang Selatan)

Authors

  • VETA LIDYA DELIMAH PASARIBU Universitas Pamulang

DOI:

https://doi.org/10.32493/Inovasi.v4i2.p%25p.753

Abstract

ABSTRAK

Penelitian ini bertujuan menganalisis kondisi dari tentang opini konsumen terhadap  variable bebas yaitu promosi,kualitas produks mana yang memiliki pengaruh dominan terhadap keputusan keputusan pembelian .Penelitian ini mengambil sampel sebanyak 60 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah deskriptif dan uji regresi linier berganda.Berdasarkan hasil uji regresi berganda secara simultan, hasiluji T menunjukan bahwa keempat variable independen yaitu promosi, kualitas produk, desain kemasan, dan persepsi merek dengan nilai signifikan sebesar 0,000 dan nilai Thitung (2,532) >Ttabel (1,965) memberikan kontribusi yang besar terhadap variable keputusan pembelian. Berdasarkan uji T  ditemukan bahwa variable kualitas desain kemasan paling dominan berpengaruh secara signifikan terhadap keputusan pembelian, dilihat darinilai standardized coefficients beta yang paling besaryaitu 0,417.

Kata Kunci:Promosi, KualitasProduk,Desain Kemasan ,Persepsi Merek, KeputusanPembelian

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Published

2017-12-02

How to Cite

PASARIBU, V. L. D. (2017). ANALISIS PENGARUH PROMOSI ,KUALITAS PRODUK DAN DESAIN KEMASAN TERHADAP PERSEPSI MEREK YANG BERDAMPAK KEPADA KEPUTUSAN PEMBELIAN HAND AND BODY LOTION MEREK VASELINE (Studi Kasus TIP TOP Ciputat, Tangerang Selatan). INOVASI, 4(2). https://doi.org/10.32493/Inovasi.v4i2.p%p.753

Issue

Vol. 4 No. 2 (2017): INOVASI

Section

Articles

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