DOI of the published article https://doi.org/10.32493/drb.v9i3.59720
The Influence of Price, Taste, Packaging Design on Purchasing Decisions at UD. Adam Jaya Sidoarjo
Pengaruh Harga, Selera, Desain Kemasan Terhadap Keputusan Pembelian di UD. Adam Jaya Sidoarjo
DOI:
https://doi.org/10.21070/ups.11184Keywords:
Price, Taste, Packaging Design, Purchasing DecisionsAbstract
This study aims to analyze the influence of price, taste, and packaging design on consumers' purchasing decisions for fish crackers produced by UD. Adam Jaya Sidoarjo. The study employed a quantitative approach with a descriptive method involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 3.0. The results indicate that all proposed hypotheses were supported. Price, taste, and packaging design have a positive and significant influence on consumers' purchasing decisions at UD. Adam Jaya Sidoarjo. Among these variables, taste was found to be the most dominant factor influencing purchasing decisions, followed by packaging design and price.
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