Articlediamond2018

Kualitas Produk Sebagai Variabel Pemicu Utama Keputusan Pembelian Susu Formula SGM Eksplore di Kota Surabaya

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Packaging Perceptions and Trends

Abstract

Peningkatan pangsa pasar dari sebuah produk merupakan hal yang selalu ingin ditingkatkan oleh perusahaan. Berbagai strategi dilakukan perusahaan untuk mencapai maksud tersebut, diantaranya adalah pada kualitaas, desain produk dan daya Tarik iklan. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas produk, Desain Kemasan Produk, dan Daya Tarik iklan terhadap keputusan Pembelian Susu SGM Ekslpore Surabaya. Analisis data menggunakan regresi linier berganda, koefisien determinasi berganda, uji F, dan uji t. Dengan menggunakn sampel sebesar 90 orang konsumen, Hasil penelitian menunjukkan bahwa Quality (X1), Desain Kemasan Produk (X2) dan iklan (X3) berpengaruh secara simultan terhadap Keputusan Pembelian (Y). Hasil penelitian ini juga menunjukkan bahwa kualitas produk dan daya Tarik iklan berpengaruh secara parsial terhadap keputusan pembelian, dengan kualitas product sebagai variabel yang berpengaruh dominan . Product Quality asTop Triggers Variable Purchasing Decisions Formula SGM eksplore in Surabaya AbstractIncreasing the market share of a product is the things you always wanted is enhanced by the company. Various strategies of the company to achieve this purpose, such as to the quality, product design and advertising Pull power. This study aimed to analyze the effect of product quality, Product Packaging Design, and Attractiveness of advertising on purchase decisions Milk SGM eksplore Surabaya. Analysis of data using multiple linear regression, the coefficient of multiple determination, F test and t test. Using a sample of 90 consumers, results show that the Quality (X1), Packaging Design Products (X2) and advertising (X3) simultaneously on the purchase decision (Y). The results also showed that the quality of products and advertising Pull partial effect on purchasing decisions, with product quality as the dominant influence variables.

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References

2023Prinsip-Prinsip Pemasaran 2001Prinsip-prinsip pemasaran 1992Marketing: An introduction 2003The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience 2009Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication 2004Riset pemasaran : pendekatan terapan 2012The Effect of Packaging Design on Impulsive Buying 2014FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK SUSU BUBUK PERTUMBUHAN

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