Nurmayanti, Dwi Eka (2024) Pengaruh Kemasan, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Cimory Yoghurt Squeeze di Surabaya Timur. (The Influence of Packaging, Brand Image and Product Quality on Purchasing Decisions for Cimory Yoghurt Squeeze in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The development of the beverage industry in Indonesia is marked by the many types and brands of packaged drinks circulating on the market, resulting in the creation of competitive competition between companies. To increase consumption strength and competitiveness, there are various kinds of fermented milk products that are very popular and much loved by the public, one of which is Cimory Yoghurt Squeeze. When entering 2023, the presentation decreased to 63.2% compared to 67.4% in 2022. However, Cimory Yoghurt Squeeze tries to actively increase sales and attract consumer attention by improving product quality, brand image and packaging appearance so that consumers choose their product. The research objective to be achieved in accordance with the problem formulation described above is to determine and analyze the role of packaging brand image and product quality on purchasing decisions for Cimory Yoghurt Squeeze in East Surabaya. This research took respondents from all consumers who had purchased Cimory Yoghurt Squeeze in East Surabaya, with a total of 106 respondents. In carrying out thix research, a quantitative approach was uted using data in the form of a questionnaire The analysis technique used is multiple linear regression analysis. Meanwhile, the classical assumption tests used include the Multicollinearity Test Heteroscedasticity Test, and Data Normality Test. Overall, the indicators used in this research are valid (because the correlation coefficient is 0.195 with a significance level < 0.05) and reliable (because the Cronbach's Alpha coefficient value is 0.6). The results of the classical assumption text also show that this research has fulfilled. among other things. 1.) Roth regression models are free from multicollinearity, 2) There is no heteroscedasticity. 3) The residuals of both regression models are normally distributed The results of the analysis findings conclude that all variables have a significant influence on packaging (X1), brand image (X2), and product quality (X3) on purchasing decisions (Y).
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Packaging, Brand Image. Product Quality, Purchasing Decisions |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000304 Dwi Eka Nurmayanti |
| Date Deposited: | 24 Jul 2024 06:44 |
| Last Modified: | 26 Jul 2024 02:15 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/30295 |
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