Jurnal Ilmu Manajemen
Vol 8, No 2 (2019): Jurnal Ilmu Manajemen

PENGARUH KEMASAN PRODUK DAN RASA TERHADAP MINAT BELI YANG BERDAMPAK PADA KEPUTUSAN PEMBELIAN PELANGGAN MINUMAN ENERGI

Willy, Willy (Unknown)
Nurjanah, Siti (Unknown)

Article Info

Publish Date
15 Jun 2019

Abstract

This study aims to: Know and explain and evaluatethe effect of product packaging and taste on customer buying interests that have an impact on customer buying decisions; and knowing and explaining the influence of buying interest on buying energy drink customers. The variables in this study are product packaging and taste with buying interest as intervining variables and buying decisions as the dependent variable. This study uses a type of quantitative research. The population of this study were respondents who consumed energy drinks. The sample used amounted to 137 respondents using purposive sampling. The results showed that: product packaging and taste had a positive effect on customer buying interest; product packaging forms have a positive effect on customer buying decisions; product taste does not have a positive effect on buying interest and customer buying decisions.

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Journal Info
Jurnal Ilmu Manajemen
Website

Abbrev

ilmu_manajemen

Publisher

Universitas Muhammadiyah Palembang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. It is published twice year in June and December. Jurnal Ilmu Manajemen publish papers in the field of management science that give contribution to the development of management science, and management practices. We accept ...