PENGARUH DESAIN KEMASAN (PACKAGING) DAN HARGA PRODUK SEBAGAI STIMULUS IMPULSIVE BUYING (Studi Kasus Pada Komunitas Muslim Kelurahan Jatisari yang Pernah berbelanja di Indomart Mijen)
Jurnal STIE SEMARANG VOL 9 No 2 Edisi Juni 2017 ( ISSN: 2085-5656, e-ISSN :2232-826)
Abstract
ABSTRACT
This study aimed to analyze the influence of the design of the packaging (packaging) and the price of the product on impulsive buying. The population in this study is that the entire Muslim community in the village Jatisari who know and never buy tea sosro 200 ml bottle. The sample in this study is that the Muslim community in RT 02 RW 03 of 100 respondents Jatisari village. The sampling technique was conducted by purposive sampling technique. Collecting data in this study conducted by distributing questionnaires on 100 respondents. This study uses the classical assumption test and multiple regression analysis, analysis of independent sample t-test with SPSS version 23.
The results showed that the design of the packaging sosro 200 ml bottled tea has a significant and positive effect on impulsive buying while the price significantly and negatively related products. The study also shows that the third dimension of the design of the packaging tea sosro 200 ml bottle and product prices influence on impulsive buying.
Keywords: Packaging Design, Product Pricing, Impulsive Buying
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh desain kemasan (packaging) dan harga produk terhadap pembelian impulsif. Populasi dalam penelitian ini adalah bahwa seluruh komunitas Muslim di desa Jatisari yang mengetahui dan tidak pernah membeli teh sosro 200 ml botol. Sampel dalam penelitian ini adalah bahwa masyarakat Muslim di RT 02 RW 03 dari 100 responden desa Jatisari. Teknik pengambilan sampel dilakukan dengan teknik purposive sampling. Mengumpulkan data dalam penelitian ini dilakukan dengan menyebarkan kuesioner pada 100 responden. Penelitian ini menggunakan uji asumsi klasik dan analisis regresi berganda, analisis uji t sampel independen dengan SPSS versi 23.
Hasil penelitian menunjukkan bahwa desain kemasan sosro 200 ml teh botol memiliki pengaruh positif dan signifikan terhadap pembelian impulsif sedangkan harga produk secara signifikan dan negatif. Studi tersebut juga menunjukkan bahwa dimensi ketiga dari desain kemasan teh sosro 200 ml botol dan harga produk berpengaruh pada pembelian impulsif.
Kata kunci: Desain Kemasan, Harga Produk, Pembelian Impulsif
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