The Role of Packaging Design, Product Variation, and Price on Purchasing Decisions of Pia Mahen Gempol Pasuruan.
Peran Desain Kemasan, Variasi Produk, dan Harga Terhadap Keputusan Pembelian Pia Mahen Gempol Pasuruan.
DOI:
https://doi.org/10.21070/ups.2725Keywords:
Packaging Design, Product Variation, Price, Purchasing DecisionsAbstract
This study aims to determine and explain the effect of packaging design, product variety, and price on purchasing decisions of Pia Mahen Gempol Pasuruan. In this study using a type of quantitative research with hypothesis testing. The population is all consumers who are Pia Mahen Gempol Pasuruan. This study uses a non-probability sampling method with a purposive sampling technique with a total of 96 respondents, with the criteria that consumers who have bought Pia Mahen Gempol Pasuruan at least once and consumers who are at least 20 years old. The results of the study prove that the variables of packaging design, product variety, and price partially have a significant effect on purchasing decisions for Pia Mahen Gempol Pasuruan.
Downloads
References
A. Mukoffi, S. H. Wibisono, H. Sulasih, and A. As’adi, “Pemberdayaan UMKM Kampung Pia Melalui Sistem Akuntansi dan Strategi Pemasaran,” Stud. J. Pengabdi. Kpd. Masy., vol. 1, no. 2, pp. 33–38, 2021, doi: 10.53867/jpm.v1i2.28.
D. Ernawati, “Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung,” JWM (Jurnal Wawasan Manajemen), vol. 7, no. 1, p. 17, 2019, doi: 10.20527/jwm.v7i1.173.
L. Setiadi, L. Natadjaja, and M. Hosana, “Perancangan Branding dan Kemasan Pia Edamame Produksi Said’s Roti sebagai Oleh-oleh Khas Jember,” J. DKV Adiwarna, vol. 1, no. 8, p. 9, 2016.
T. Nursyifa, A., Agustiani, I., & Hidayat, “Pengaruh Kualitas Pelayanan Dan Pengemasan Produk Terhadap Loyalitas Pelanggan Di Sari Ater Hot Springs Subang,” Manaj. Pariwisata, vol. 1, no. April, p. 1, 2022.
F. Tjiptono, Manajemen dan Strategi Merek Jilid 1. Yogyakarta: Yogyakarta : Andi Offset, 2011.
I. Wahyuni and S. Ernawati, “Analisis Pengaruh Product Assortment dan Desain Kemasan Terhadap Minat Beli Pada UMKM Di Kota Bima,” Widya Cipta J. Sekr. dan Manaj., vol. 4, no. 1, pp. 49–53, 2020, doi: 10.31294/widyacipta.v4i1.7815.
R. Suprapto and Z. W. Azizi, “Pengaruh Kemasan, Label Halal, Label Izin P-Irt Terhadap Keputusan Pembelian Konsumen Umkm Kerupuk Ikan,” J. Ris. Ekon. Manaj., vol. 3, no. 2, pp. 125–133, 2020, doi: 10.31002/rn.v3i2.1984.
P. Kotler and K. L. Keller, Marketing Management, 14th ed. Jakarta : PT. Indeks Kelompok Gramedia, 2012.
P. Kotler and K. L. Keller, Manajemen Pemasaran, 12th ed. PT INDEKS, 2018.
A. A. Purwati, J. J. Siahaan, and Z. Hamzah, “Analisis Pengaruh Iklan, Harga dan Variasi Produk terhadap Keputusan Pembelian di Toko Rumah Mebel Pekanbaru,” J. Ekon. KIAT, vol. 30, no. 1, p. 20, 2019, doi: 10.25299/kiat.2019.vol30(1).3870.
I. Swastha, Basu, Manajemen Pemasaran Modern. 2014.
P. Iklan et al., “EcoGen EcoGen,” vol. 1, pp. 905–914, 2018.
M. E. Apriyanti, “Pentingnya Kemasan terhadap Penjualan Produk Perusahaan,” Sosio e-kons, vol. 10, no. 1, p. 20, 2018, doi: 10.30998/sosioekons.v10i1.2223.
W. Aprilliyan, “Pengaruh Desain Kemasan Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Pada Produk Almond Crispy Oro D’Jero,” Performa, vol. 5, no. 1, pp. 9–16, 2020, doi: 10.37715/jp.v5i1.1292.
T. Efnita, “Pengaruh Variasi Produk, Kualitas Pelayanan, Harga Dan Lokasi Terhadap Kepuasan Konsumen Pada Wedding Organizer,” AdBispreneur, vol. 2, no. 2, pp. 107–115, 2017, doi: 10.24198/adbispreneur.v2i2.13162.
N. Aunillah and A. F. I. Himawan, “Pengaruh E-Commerce Shopee, Kualitas Produk dan Variasi Produk Terhadap Keputusan Pembelian Produk Snack,” Master J. Manaj. dan Bisnis Terap., vol. 2, no. 2, p. 108, 2023, doi: 10.30595/jmbt.v2i2.15254.
D. Marlius and K. P. K. Darma, “Pengaruh Ekuitas Merek (Brand Equity) Dan Harga Terhadap Keputusan Pembelian Produk Handphone Merek Oppo Pada Toko Faiqah Ponsel Di Ujung Air, Kecamatan Sutera, Kabupaten Pesisir Selatan, Sumatera Barat,” J. Econ., vol. 2, no. 1, pp. 1050–1062, 2023, doi: 10.55681/economina.v2i1.234.
F. Rozi and D. K. Sari, “The Influence of Brand Image, Product Quality and Price on Consumer Purchase Decisions of Bolu Malang in Malang Regency,” Acad. Open, vol. 7, pp. 1–15, 2022, doi: 10.21070/acopen.7.2022.3040.
A. E. Nasution, L. P. Putri, and M. T. Lesmana, “Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart di Kota Medan,” Proseding Semin. Nas. Kewirausahaan, vol. 1, no. 1, pp. 194–199, 2019, [Online]. Available: http://jurnal.umsu.ac.id/index.php/snk/article/view/3594/3325.
P. Kotler and K. Keller, Manajemen Pemasaran, Edisi 13. PT Gelora Aksara Pratama, 2014.
P. Kotler and G. Armstrong, Prinsip-Prinsip Pemasaran Edisi 13. Jilid 1, 13th ed. Jakarta : Erlangga, 2012.
E. M. Sangadji and Sopiah, Perilaku Konsumen : Pendekatan praktis disertai Himpunan Jurnal Penelitian. Yogyakarta: Yogyakarta : Andi Offset, 2013.
P. Kotler and G. Armstrong, Principles of Marketing, 16th ed. North Carolina: North Carolina: Pearson Education Limited, 2016.
R. Hidayat and L. Indayani, “The Influence of Product Design, Brand Image and Product Quality on Purchase Decisions on Oppo Brand Mobile Products,” Indones. J. Law Econ. Rev., vol. 16, no. 8, Aug. 2022, doi: 10.21070/ijler.v16i0.810.
Y. Ambarsari and L. Indayani, “The Effect of Product Diversity, Display Layout And Service Quality On Consumer Satisfaction At Greensmart In Sidoarjo,” Acad. Open, vol. 4, pp. 1–13, 2021, doi: 10.21070/acopen.4.2021.2634.
N. Ofianti and M. Hariasih, “The Influence of Product Quality, Price, and Sales Promotion on Cassava Tape Purchase Decisions,” Indones. J. Cult. Community Dev., vol. 13, Sep. 2022, doi: 10.21070/ijccd2022821.
D. Kertajasa and R. A. Sukmono, “The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Purchase Decision of Kampoeng Roti Tropodo Waru Sido,” Acad. Open, vol. 7, pp. 1–15, 2022, doi: 10.21070/acopen.7.2022.3484.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D, 1st ed. Bandung: Bandung : CV. Alfabeta, 2017.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, R&D, 2nd ed. Bandung: Bandung : CV. Alfabeta, 2019.
S. Sugiyono, Metode Penelitian Kuantitatif, Kuaalitatif, dan R&D. Alfabeta, 2016.
Sugiyono, “MetodePenelitian Kuantitatif, Kualitatif dan R&D.” PT. Alfabeta, Bandung, 2017.
R. Lupiyoadi and A. H. Dedy, Manajemen Pemasaran Jasa Teori dan Praktik, 2nd ed. Jakarta: Jakarta : Salemba Empat, 2011.
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
