KEMASAN PRODUK DITINJAU DARI BAHAN KEMASAN, BENTUK KEMASAN DAN PELABELAN PADA KEMASAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MINUMAN MIZONE DI KOTA SEMARANG
KEMASAN PRODUK DITINJAU DARI BAHAN KEMASAN, BENTUK KEMASAN DAN PELABELAN PADA KEMASAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MINUMAN MIZONE DI KOTA SEMARANG
Abstract
Kemasan dewasa ini mempunyai arti yang sangat penting bagi perusahaan. Dengan kemasan perusahaan dapat menarik minat pembeli dalam melakukan keputusan pembelian atas produk dimaksud. Dalam kemasan ada beberapa unsur yang perlu diperhatikan yaitu bahan kemasan, bentuk kemasan dan pelabelan kemasan. Tiga hal ini merupakan satu rangkaian yang tidak dapat dipisahkan.
Dalam penelitian ini diteliti mengenai kemasan produk ditinjau dari bahan kemasan, bentuk kemasan dan pelabelan kemasan pengaruhnya terhadap keputusan pembelian pada produk Mizone di Kota Semarang.
Hasil penelitian menunjukkan bahwa benar ketiga variable tersebut berpengaruh terhadap keputusan pembelian. Dalam penelitian ini digunakan tehnik analisis menggunakan regresi, koefisien detrminasi dan uji F dengan bantuan program SPSS.
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