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Journal : EkoBis ( Ekonomi

THE EFFECT OF PRODUCT AND PACKAGING VARIATIONS ON PURCHASING DECISIONS Mahira, Tengku Ismalia; Nurwani, Nurwani; Dharma, Budi
Jurnal Ekonomi dan Bisnis Vol 25, No 1 (2024): JURNAL EKONOMI DAN BISNIS
Publisher : Department of Management, Faculty of Economics, Universitas Islam Sutan Agung, Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/ekobis.25.1.36-48

Abstract

This study aims to explore the impact of product variations and packaging on purchasing decisions at Micro, Small and Medium Enterprises (MSMEs) "Sambalin Aja" in Medan City. The research method applied is a quantitative method with an associative approach. The results of the analysis show that partially, product variety (X1) does not have a significant influence on purchasing decisions, with a calculated t value (1.085) lower than the t table value (2.03452), and a significance value greater than 0.05 (0.286). Meanwhile, the packaging variable (X2) positively and significantly influences purchasing decisions, as evidenced by the t count (4.265) which exceeds the t table (2.03452), and a significance value of 0.000, with an unstandardized beta coefficient for the packing regression of 0.554. This finding indicates that the management of UMKM "Sambalin Aja" needs to pay special attention to the aspect of product packaging, along with increasing the variety of products that can be the choice of consumers. It is recommended that management re-analyze the competitiveness of packaging and product variations compared to competitors, to ensure optimal competitiveness in the market.
Co-Authors Abdul Azis Adriansyah, Muhammad Agustinus Agustinus AHMADI Akhsan Akhsan Alfarizi, Mhd Reza Andar Indra Sastra Anggun Pratiwi Anton, Syahri Arfianty Arfianty, Arfianty Arif Tribowo Arifin Fauzi Lubis Aritonang, Solahuddin Arman Arman Arnida Wahyuni Arnida Wahyuni Lubis Asmawati Asmawati Asrah, Bengi Atika Atika Aulia, Jihan Luthfi Bancin, Kiki Amelia Chairunnisa, Lita Christiana, Irma Damhuri, Dedy Dharma, Budi Erika Erika Fajriawan, Rezki fatimah Fatimah Fatmawati, Lia Nur Fransiska, Ira Gunawan, Asrul Gurusinga, Mellya Friska Halijah, Nur Harun, Hernianti Hastina Febriaty Hayani, Mifta Hayat, Kumala Helmi, Halimah Hendra Harmain Hendra Harmain Hernianti Harun Juliati Nasution, Yenni Samri Jumriani, Jumriani Kamila, Kamila Laylan Syafina Lingga, Fitria Ratna Lubis, Fatimah Aini Lubis, Herlin Syahdina Lubis, Nurul Azhrah Mahira, Tengku Ismalia Mandani, Putih Marliyah, Marliyah Marpaung, Tuah Rizky Martis, Martis Maysarah, Maysarah Mutmainnah Mutmainnah Nashuha Harahap, Vania Ananda Nasution, Alya Elva Lianda Nasution, Annio Indah Lestari Nasution, Juliana Nasution, Yenni Samri Julianti Nirwana, Nirwana Afiah Hidayati Nisa, Sofatun Nurain Nurain, Nurain Nurbaiti Nurbaiti Nurhapsah, Nurhapsa Nurul Jannah Pertiwi, Tri Bagus Pratama, Dela Puspita, Windy Putra, Ary Satria Rahmadani, Nurianti Rahmani, Nur Ahmadi Bi Ramadhani, Sri Rokan, Mustafa Kamal Rosadi, Imran Sagala, Syarah Asda Pratiwi Samri Juliati Nasution, Yenni Sari Wahyuni Saskia Aulia Ashar Sihombing, Amira Salsabila Afra Siregar, Ayu Lestari Siregar, Sylviana Sovianum, Sovianum Sri Mustika Aulia Sugianto Sugianto Suwifania, Jihan Syahrur H. Imran Tarisa, Cut Try Wahyu Purnomo Tuti Anggraini Wahyu Syarvina Wahyundari, Sri Putri Wardatussyfa, Wardatussyfa Yasri Tarawiru YENNI SAMRI JULIATI NASUTION, YENNI SAMRI JULIATI Yenni Samri Juliati Nst yunaidi yunaidi Yusrizal Yusrizal Zahara, Annisa