Pengaruh Packaging, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Produk Cimory Yogurt Squeeze (Studi Kasus Masyarakat Kecamatan Lumajang).

Abstrak

This study aims to determine the effect of packaging, brand image and product quality on the decision to purchase Cimory Yogurt Squeeze products with the population of this study being
consumers who purchase Cimory Yogurt Squeeze products in Lumajang District precisely in Bagusari Village. The number of samples in this study were 60 respondents. Determination of the sample in this study using purposive sampling technique with the criteria of the respondents are consumers who have made purchases of Cimory Yogurt Squeeze products in Lumajang District. The analytical tools used in this research are quantitative analysis (validity and reliability test), multiple linear regression analysis, classical assumption test (multicollinearity, heterosdastisity and data normality), t test, f test and coefficient of
determination. The results of this study explain that the packaging variable partially has no significant effect on purchasing decisions, the brand image variable partially has no significant effect on purchasing decisions, product quality variables have a significant effect on purchasing decisions. Meanwhile, simultaneously packaging, brand image and product quality have
a significant effect on purchasing decisions