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

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