PENGARUH KEMASAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK SANTRI

  • Nasyarudin Khabibi
  • Heru Suprihadi
Keywords: packaging, price, promotion, buying decision

Abstract

This research aimed to find out and analyze the effect of packaging, pric anda promotion on customers’ buying decision of santri mineral water. While, the population was 100 consumers who lived in Surabaya and consumed Santri mineral water. The data collection technique used saturated sampling, in wich all population was the sample, in line with, there where 100 respondents as sample. Moreover, the data analysis technique used multiple linier regression with SPSS (Statistic Product and Service Solution) 20. Based on the research result, it concluded packaging had positive and significant effect on consumers’ buying decision of Santri Mineral Water. It happened since good packaging would attract consumers to buy the product of Santri. Like wise, price had positive and significant effect on consumers’ buying decision of Santri mineral water. This occurred as accurate price made consumers on consumers’ buying decision of santri mineral water.
Keywords: packaging, price, promotion, buying decision.

Published
2021-06-23