ANALISIS PENGARUH PROMOSI,KUALITAS PRODUK DAN DESAIN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN HAND AND BODY LOTION MEREK CITRA (Studi Kasus Carrefour Pamulang, Tangerang Selatan)
DOI:
https://doi.org/10.32493/jpkpk.v1i4.1549Abstract
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, hasi luji 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 dari nilai standardized coefficients beta yang paling besar yaitu 0,417.
Kata Kunci:Promosi, KualitasProduk, Desain Kemasan ,Keputusan Pembelian
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