Wiguna, Satrio Pandu (2007) Pengaruh kemasan Produk terhadap keputusan Konsumen dalam Membeli Produk Jajan khas Kota Gresik. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
Asbtrak
Dalam kemasan suatu produk, pemberian kemasan bisa berarti kecil maupun besar sesuai dengan jenis produknya. Kalangan pemasar menganggap masalah kemasan sebagai faktor ke lima setelah “4P” price, place, product, promotion. Ini berarti menunjukan betapa pentingnya peranan kemasan di dalam memasarkan produk-produk perusahaan. Berbeda dengan produk jajan pudak yang masih belum mengoptimalkan konsep kemasan modern. Dengan ini peneliti ingin mengetahui bagaimana pengaruh kemasan dengan variable bahan kemasan, daya tarik praktis, daya tarik visual dan etika kemasan terhadap keputusan pembelian dan variable mana yang paling dominant.
Dalam penelitian ini peneliti menggunakan metode penelitian kuantitatif, sampel yang digunakan adalah aksidental sampling pada konsumen dan masyarakat desa Kroman Gresik. Alat analisis yang digunakan adalah regresi linier berganda. Untuk menguji hipotesis digunakan koefisien determinasi, uji F(uji simultan) dan uji t (uji parsial).
Dari hasil analisis diketahui bahwa variabel bahan kemasan, daya tarik visual, daya tarik praktis, etika kemasan mempunyai pengaruh yang signifikan terhadap keputusan pembelian yang dibuktikan dengan besarnya F hitung > F tabel (12,502>3,94) dengan nilai probabilitas (0,000)< 0,05. sedangkan variabel bahan kemasan, daya tarik praktis, daya tarik visual, dan etika kemasan mampu mempengaruhi keputusan pembelian sebesar 0,742 atau 74,2 % sisanya dipengaruhi faktor lain yang tidak termasuk model. Sedangkan secara parsial diperoleh hasil bahwa variabel bahan kemasan (X1) sebesar 25,2% ,daya tarik praktis (X2) sebesar 10,5% , daya tarik visual sebesar 17,6% dan etika kemasan 24,7%secara signifikan variabel bahan kemasan, daya tarik visual, daya tarik praktis, etika kemasan berpengaruh terhadap keputusan pembelian. Berdasarkan hasil uji t hitung 2,567 dan nilai probabilitas (0,003)< 0,05 menunjukkan dominasi variabel bahan kemasan (X1) terhadap keputusan pembelian.
Abstract
In package of the product, packaging has low or high value depend on the several of the product. The traders assume that the packaging is the sixth factor after “4P” price, place, product, and promotion. It means that product packaging has important role in marketing the products of the company. It is different with “pudak” product which doesn’t optimize the concept of the modern product packaging. Based on this problem the research tries to explore it by proposing the problem how the influence of product packaging with the variable of the package substance, practical attraction, visual attraction, and package ethics to the purchasing decision and the most dominant variable.
In this research the researcher applied the quantitative research method. The samples uses in this research are accidental sampling taken at the consumers and Kroman villagers in Gresik. The instruments of the analysis uses in this research are double linear regression. The hypothesis is examined by determination co-ofecion, F examine (simultaneous examine) t examine (partial examine).
The result of the analysis shows the variable of the package substance, visual attraction, practical attraction, package ethics have significance influence to the purchasing decision. It is proved by high f account > F table (12,502 > 3, 94) with the probability value (0,000) < 0, 05. Even the variable of the package substance, variable of the package substance, practical attraction, visual attraction, and package ethics have influence for the purchasing decision 0, 742/ 74,2% and the rests are influenced by another factors exclude a financial capital. Partially the result of the analysis shows the variable of the package substance (X2) indicates 10, 5 %, visual attraction indicates 17, 6 % and package ethics indicate 24, 7%. Those factors above give significance influence the purchasing decision. Based on the result of the examine t account indicates 2, 567 and probability value indicates (0,003) < 0, 05 shows that the variable of package substance have domination to purchasing decision.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Diana, Ilfi Nur | ||||||
Contributors: |
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Keywords: | Pengaruh Kemasan Produk; Pengambilan Keputusan; Jajanan Khas; Influence of the product packaging; decision making; special meal “pudak” | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Koko Prasetyo | ||||||
Date Deposited: | 11 Jan 2023 15:07 | ||||||
Last Modified: | 27 Sep 2023 13:47 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/44001 |
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