PENGARUH MEREK, HARGA, KEMASAN DAN LABEL TERHADAP PROSES KEPUTUSAN PEMBELIAN BUMBU RACIK NASI GORENG DI PALEMBANG

Mauliana, Vivin (2015) PENGARUH MEREK, HARGA, KEMASAN DAN LABEL TERHADAP PROSES KEPUTUSAN PEMBELIAN BUMBU RACIK NASI GORENG DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT The phenomenon in society that many employment opportunities for women result in reduced time to cook so the emergence of instant product are an opportunity for companies. The increasing number of instant seasoning on the market meant to provide flexibility for consumers to choose a brand that is in accordance with his wishes. Therefore, the purpose of this research was to determine the effect of brand, price, packaging and label on purchasing decisionsprocess instant seasoning for fried rice. Researchers used purposive sampling and analysis of the data used is multiple regression with F test, t test and the classical assumption test. The result showed that brand significantly influence the purchase decision process instant seasoning for fried rice by 0.375, price significantly influence the purchase decision process instant seasoning for fried rice by 0.813, packaging significantly influence the purchase decision process instant seasoning for fried rice by 0.499 and label significantly influence the purchase decision process instant seasoning for fried rice by 0.326. Keyword: Brand, Price, Packaging, Label and Purchasing decisions process

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keyword: Brand ; Price ; Packaging, Label ; Purchasing decisions process
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 27 Apr 2022 12:00
Last Modified: 27 Apr 2022 12:00
URI: http://eprints.ukmc.ac.id/id/eprint/7661

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