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All Journal JURNAL ADMINISTRASI BISNIS Jurnal Administrasi Bisnis
Suma, Ebitrianto
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Jurnal Administrasi Bisnis

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Pengaruh Bentuk Kemasan, Desain Produk Dan Bahan Kemasan Terhadap Minat Beli Konsumen : (Studi Kasus Kopi Yamira) Suma, Ebitrianto; Yusuf, Susanto Ali; Umar, Julkifli
JURNAL ADMINISTRASI BISNIS (JAB) Vol. 13 No. 2 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/jab.13.2.111-115

Abstract

This study aims to investigate and analyze the effect of packaging shape, product design, and packaging material on intention to buy. 100 purposive samples were taken during research by using multiple regression analysis as an analysis tool. The result shows that packaging shapes, product design, and packaging material have a significant impact on buying intention. The existing coffee YAMIRA packaging proves to have a significant relation to the product attribute above.
Co-Authors Umar, Julkifli Yusuf, Susanto Ali