Pengaruh Desain Produk, Positioning, dan Promosi Terhadap Keputusan Pembelian Keripik Singkong Berkah HS (Studi Kasus Pada Toko Sinar Timur Di Kecamatan Sukodono Kabupaten Lumajang)

Abstract

The study is intended to examine and analyze the effect of Design Products, Positioning, and Promotion of the Decision Purchase Chips Cassava Berkah Hs at Toko Sinar East in the District Sukodono Regency of Lumajang. This study uses primary data obtained from the results of filling out questionnaires by consumers of chips cassava Blessing Hs at Toko Sinar East in the District Sukodono Regency of Lumajang. Determination of the sample using purposive sampling and models of analysis that is used is the analysis of regression linear multiple. Results of the study showed that in partially variable design of products affect significantly against the decision of purchase and variable positioning effect significantly against the decision of purchase, while the variables sale show not there is influence that significantly against the decision of purchase. While the value of R Square on research this was 32.8% indicate that the contribution of the design of the product, positioning and promotion of the decision of purchase is 32.8%, while the remaining 67.2% influenced by variables other are not included in the study have, for example the price, product quality, packaging and brand image.