The Effect Of Packaging Promotion And Brand Image On Purchasing Decision Of Le Minerale
Pengaruh Kemasan, Produk, Dan Citra Merek Terhadap Keputusan Pembelian Le Minerale
DOI:
https://doi.org/10.21070/ups.3032Keywords:
Packaging, Promotion, Brand Image, Purchase Decision, Le MineraleAbstract
This research was conducted to determine the effect of packaging, promotion and brand image on purchasing decisions of Le Minerale. The main problem in this study is that the value of Le Minerale's Top Brand Index tends to decrease, making it difficult to compete with its competitors. This study used a quantitative method of descriptive research using a random sampling method with a total sample of 100 respondents. This research uses data collection techniques by distributing questionnaires. The data analysis technique used in this study is multiple linear regression analysis using SPSS statistical tools. Based on the results of the research and discussion that has been carried out and described, it can be concluded that: 1. Packaging influences the purchasing decision of Le Minerale.
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