PENGARUH KEMASAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SAYURAN HIDROPONIK

Didit Darmawan

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Consumer Packaging Perceptions and Trends

Abstract

Research aims to know whether packaging and price influence the decision purchase consumers hydroponics vegetable products. The sample is taken from 100 respondents with the NonProbability. Sampling technique with Accidental Sampling approach that the determination of the sample is accidentally taken—those who meet the researcher can be a sample if deemed appropriate. Data consist of primary data that taken from questionnaires distributed directly to respondents. Then the questionnaire result analyzed with SPPS statistics which are validity and reliability test, multi regression analysis, t-test, F- Test and Analysis of Variance (ANOVA) in order to see the extend factors influential to customer buying decision. Results of hypothesis testing showed that packaging and price have significant influence toward the decision purchase consumers.Keywords: packaging, price, the decision purchase consumers

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2007The importance of packaging attributes: a conjoint analysis approach 2006Consumer perceptions of product packaging 2005The multi‐faceted dimension of packaging 2007The importance of packaging design for own‐label food brands 2014Price Promotion for Emotional Impact 2014Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making

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