Peranan Kemasan Produk Dan Harga Terhadap Keputusan Pembelian Ice Aice (Studi Kasus Pada PT. Really Delicious Indonesia di Lumajang)

Abstrak

The purpose of this study was to determine the effect of product packaging
and prices on ice purchase decisions of AICE at PT. Really Delicious
Indonesia in Lumajang, partially. This research was conducted at PT. Really
Delicious Indonesia in Lumajang with samples taken were 45 respondents.
This research tests the hypothesis which states that there are effects of
product packaging and prices in making purchasing decisions for ice AICE
products in Lumajang. The research method used is quantitative research
methods with multiple linear regression analysis techniques. The results
showed that the product packaging variable and price influence in purchasing
decisions partially with a determination coefficient of 0.696 which indicates
that 69.6% of purchasing decisions for purchasing AICE ice products in
Lumajang can be explained by product packaging and prices while the
remaining 30.4% purchase decisions AICE ice products are influenced by
other variables not examined in this study. The limitation of this study is only
to examine the effect of product packaging and prices in making purchasing
decisions, while other variables that influence purchasing decisions are
expected to be investigated by future researchers.