Pengaruh Brand, Packaging, Dan Price Terhadap Keputusan Pembelian Ice Cream Mixue Airlangga Di Kota Mataram
Keywords:
Brand, Packaging, Price, Purchasing decisionAbstract
This study aims to determine the effect of brand (X1), packaging (X2), and price (X3) on purchasing decisions (Y) of Airlangga Mixue ice cream in Mataram City. This type of quantitative research with an associative approach. The sampling technique used in this study is the Non-Probability Sampling technique. The total sample taken was 100 consumers who had purchased Airlangga Mixue Ice Cream in Mataram City. The analytical method used in this research is multiple linear regression analysis method. The test results show that partially the influence of brand, price has a significant effect on purchasing decisions, while packaging has no significant effect on purchasing decisions of Mixue Airlangga ice cream in Mataram City
References
Ahmad, Susanto, (2016). Manajemen Pemasaran pengambilan keputusan pembelian digital. Jakarta: Prenadamedia Group.
Amirudin M. Amin., H. (2020). Pengaruh Kepercayaan, Kemudahan, dan promosi terhadap Keputusan Pembelian Secara Online di Lazada.Co.Id. Vol. 1 No.1 (2020): Management Studies and Enterpreneurship Journal (MSEJ). https://sholar.google.co.id
Didit Dermawan, (2017). “pengaruh kemasan dan harga terdapa keputusan pembelian produk sayuran Hidroponik.” Journal didit Darmawan, agrimas, April 2017, Volume 1 Nomor 1. https://osf.io
Dendy Khresna Bayu, Gumoyo Mumpuni Ningsi, Livia Windiana. (Oktober 2020). “Pengaruh Labelisasi hahal, Merek dan Harga Terhadap Keputusan Pembelian Minuman Chatime”. Jurnal Sosial Ekonomi Pertanian, p-ISSN 0853-8395; e-ISSN 2598-5922. Vol. 16, No. 3, Oktober 2020
Manap. H (2016). Revolusi Manajemen Pemasaran. H. Abdul Manap. Jakarta. Edisi Pertama. ISBN: 978-602-318-183-4
Kevin, (2019) “pengaruh Brand, packaging, dan price terhadap keputusan pembelian Ice cream Ice pada m ahasiswa fakultas ekonomi dan bisnis.” jurnal Kevin Laynardo – 2019- repository.unhas.ac.id. http://jurnal-unsultra.ac.id
Muh. Zabir Zainuddin, Suyuti, HM. Anggi Arum Sari (2018), pengaruh bauran pemasaran terhadap peningkatan volume penjualan kota Kendari, jurnal.stieamkop.ac.id
Tjiptono fandy, Anastasia Diana (2020). Pemasaran & Brand Management & Strategy: Penerbit Andi Yogyakarta: Andi
Putra, Y.s. (2016). Theoritical Review: Teori perbedaan generasi. Jurnal ilmiah Among Makarti Vol.9 No.18. Jurnal D Rachmawati-Idonesia Carrier Center Network (ICC) Summit, 2019-ocs.unmul.ac.id
Prof, Dr. Sugiyono. (2018). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D, Bandung: Alfabeta.
Prof Dr, Sri Hartini. S.E., M.Si. (2023). Pakar Bisnis Universitas Airlangga Surabaya (unair.ac.id).hhtps://www.hops.id>unk
Putri Refika. (2017). “pengaruh elemen visual kemasan dan elemen verbal kemasan terhadap keputusan pembelian konsumen.” jurnal P Refika – 2017 – Scholar.unand.ac.id
Sanjaya, S. (2015). Pengaruh Promosi Merek Terhadap Keputusan Pembelian Pada PT. Sinar Sosro Medan. Jurnal Ilmiah Manajemen dan bisinis, ISSN 1693-7619, eISSN 2580-4170. Vol16, No 2. https://jurnal.umsu.ac.id
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
