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All Journal International Journal of Economics (IJEC) International Journal of Community Service (IJCS) Green Inflation: International Journal of Management And Strategic Business Leadership Outline Journal of Economic Studies Jurnal Ilmiah Manajemen Dan Kewirausahaan Journal Abdimas Paspama Service
Aryani Sairun
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Journal : Jurnal Ilmiah Manajemen Dan Kewirausahaan

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Pengaruh Strategi Pemasaran dan Packaging terhadap Keputusan Pembelian Pancake Ucok Durian Aryani Sairun; Sugito Sugito
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 1 (2025): Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i1.4653

Abstract

The culinary product market, particularly Pancake Ucok Durian in Medan City, demands effective marketing strategies and attractive packaging designs to enhance consumer purchasing decisions. This study aims to analyze the influence of marketing strategies and packaging designs on consumer purchase decisions. A quantitative survey using purposive sampling was conducted on 200 active consumers within the last six months. Data were collected through structured questionnaires and analyzed using multiple regression. The results show that marketing strategies have a positive and significant effect on purchase decisions, contributing 41.2%. Meanwhile, packaging design has a more dominant influence, contributing 43.4%. Simultaneously, both variables explain 55.1% of the variation in consumer purchase decisions. These findings highlight the importance of optimizing marketing strategies and packaging design to strengthen Pancake Ucok Durian’s competitiveness in the market
Co-Authors Amril Amril Atika Aini Nasution Bayu Eko Broto Chairul Bariah Hayanuddin Safri NASUTION, ATIKA AINI Putri Mauliza SUGITO Sugito - Sugito Sugito Sutoyo Zahara Meutia Zuriani Ritonga