PENGARUH KUALITAS PRODUK, KEMASAN, HARGA, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA OTTITA PT. KARYA MEGA REZKY DI KECAMATAN TOPOYO
Keywords:
Product Quality, Packaging, Price, Social Media, Consumer Purchasing DecisionsAbstract
The purpose of this study is to determine the influence of packaging, price, and social media on purchase decisions in the OttiTA business of PT. Karya Mega Rezky in Topoyo District. The independent variables in this study are product quality, packaging, price, and social media, while the dependent variable is the purchase decision. The population in this study includes all customers of PT. Karya Mega Rezky who have previously purchased or are interested in purchasing OttiTA products. The sample consisted of 96 respondents selected using the accidental sampling technique. Data were collected by distributing questionnaires to the respondents. The data analysis technique used was multiple linear regression analysis with the help of SPSS software. Based on the results of the analysis and discussion, it can be concluded that the Packaging variable (X2) has a partial influence on the dependent variable, namely Purchase Decision (Y). Meanwhile, the variables of Product Quality (X1), Price (X3), and Social Media (X4) do not have a partial influence on the dependent variable, Purchase Decision (Y). However, the variables Product Quality (X1), Packaging (X2), Price (X3), and Social Media (X4) collectively (simultaneously) have an influence on the dependent variable, Purchase Decision (Y).
Downloads
References
Afriansyah, B., Niarti, U., & Hermelinda, T. (2019). Analisis Implementasi Penyusunan Laporan Keuangan pada UMKM Berdasarkan Standar Akuntansi Keuangan Entitas Mikro, Kecil dan Menengah (SAK EMKM). Afriansyah, B., Niarti, U., & Hermelinda, T. (2019). Analisis Implementasi Penyusunan Laporan Keuangan Pada UMKM Berdasarkan Standar Akuntansi Keuangan Entitas Mikro, Kecil Dan Menengah (SAK EMKM). Jurnal Saintifik (Multi Science Journal), 19(1), 25–30.Ju, 19(1), 25–30.
Amril, D., & Heryanto. (2020). Influence of Packaging, Price, Promotion and Perceived Value on Purchase Decision at Snack Business 88 Solok. Technium Social Sciences Journal, 6, 101–105.
Chaerdinan Etnanta, Y., & Irhandayaningsih, A. (2022). Pengaruh Penggunaan Smartphone Terhadap Minat Baca Siswa SMA N 1 Semarang. Jurnal Pendidikan Tambusai, 6(1), 7932-7940.
Dharma, S., Silmi, S., Ibrahim, H., Dithisari, I., & Rahmawaty, R. (2023). Pengembangan Usaha Industri Makanan Ringan (Keripik Kentang Dan Keripik Ubi) Didesa Sei Beras Sekata, Kecamatan Sunggal, Kabupaten Deli Serdang. Jurnal Pengabdian Masyarakat Tjut Nyak Dhien, 2(1), 48–57. https://doi.org/10.36490/jpmtnd.v2i1.545
Evitha, Y., & HS, F. M. (2019). Pengaruh Penerapan Metode Economic Order Quantity (EOQ) Terhadap Pengendalian Persediaan Bahan Baku Produksi di PT. Omron Manufacturing Of Indonesia. Jurnal Logistik Indonesia, 3(2), 88–100. https://doi.org/10.31334/logistik.v3i2.615
Gitama, G. N. D. P., Fariza, M., Kartika, I., & Amroni, A. (2023). Pengaruh Kualitas Produk, Harga, Dan Media Sosial Terhadap Keputusan Pembelian. Jurnal Digit, 13(2), 165. https://doi.org/10.51920/jd.v13i2.352
Gulliando, D. (2020). The Effect of Product Quality, Price and Promotion on Purchasing Decisions. Innovation Research Journal, 1(1), 34. https://doi.org/10.30587/innovation.v1i1.1190
Hendrawan, J. S., & Sirine, H. (2017). Pengaruh Sikap Mandiri, Motivasi, Pengetahuan Kewirausahaan Terhadap Minat Berwirausaha. Journal of Innovation and Entrepreneurship, 02(03), 291–314. https://doi.org/10.1097/SCS.0b013e318240fa84
Ismunandar, Muhajirin, & Haryanti, I. (2020). PENGARUH LABELISASI HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DI KOTA BIMA. Jurnal Inovasi Penelitian, 1(3), 1–4.
Mardiatmoko, G. (2020). Pentingnya Uji Asumsi Klasik Pada Analisis Regresi Linier Berganda. BAREKENG: Jurnal Ilmu Matematika Dan Terapan, 14(3), 333–342. https://doi.org/10.30598/barekengvol14iss3pp333-342
Marhawati, Azizah, A., Erwina, & Raflianto. (2023). E-commerce dan Startup : Wujud Inovasi Keberlanjutan Bisnis. Journal of Economics, Entreprenurship, Management Business and Accounting (JEEMBA), 01, 33–39.
Masiaga, N. R., Worang, F. G., & Mandagie, Y. (2022). Analysis of the Effect of Security and Trust on Customer Satisfaction in Manado City Who Shops Online At Lazada.Com. Jurnal EMBA, 10(2), 900–910.
Melinda, R., Yusuf, M., & Nurrahman. (2022). Hubungan Kualitas , Harga Dan Kemasan Produk Terhadap Keputusan Pembelian Keripik Tulang Muda Sapi Sinar. Seminar Nasional UNIMUS, 350–362.
Najmudin, M., Andari, E., & Harnaji, B. (2021). The Influence Social Media, Product Quality and Price Perception on Culinary Product Purchase Decisions in the Era of Pandemic Covid-19. Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020), 169(Icobame 2020), 101–106. https://doi.org/10.2991/aebmr.k.210311.020
Nizar, M. (2018). Pengaruh Sumber Daya Manusia, Permodalan dan Pemasaran terhadap Kinerja Usaha Kecil dan Menengah Sari Apel di Kecamatan Tutur. Jurnal Ekonomi Islam, 7(1), 51–69. https://ejournal.iaisyarifuddin.ac.id/index.php/iqtishoduna/article/view/212
Ropikoh, S., Widjayanti, W., Idris, M., Nuh, G. M., & Fanani, M. Z. (2024). Perkembangan Teknologi Pengemasan dan Penyimpanan Produk Pangan. Jurnal Ilmiah Pangan Halal, 6(1), 30–38. https://doi.org/10.30997/jiph.v6i1.12668
Saputri, S. F., Sukoco, H., Farisi, H., Yuliana, A., & Andini, M. (2024). Pengaruh Promosi Media Sosial , Kualitas Produk , dan Harga terhadap Keputusan Pembelian ( Studi Kasus Toko Kue Keikeu ) The Influence of Social Media Promotion , Product Quality , and Price on Purchasing Decisions ( Case Study of Keikeu Cake Shop ). November, 6424–6434.
Syaugi, A., Dharmawan, A. S., & Franssisca, M. L. (2024). Pengaruh Identifikasi Arah Tren Pasar Modal Dan Psikologis IMUD (Investor Muda) Dalam Menekan Perilaku Noise Trader. Prosiding Capital Market Competition, 271–283.
Vachel, J., & Radianto, W. E. (2021). Pengaruh Kualitas Produk, Harga Produk, Dan Kemasan Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Jus Buah Depot Salmon Di Surabaya. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 4(5), 700–707. https://doi.org/10.37715/jp.v4i5.1689
Wydyanto, W., & Ilhamalimy, R. R. (2021). the Influence of Service Quality and Product Quality on Purchase Decisions and Customer Satisfaction (Marketing Management Literature Review). Dinasti International Journal Of Management Science, 3(2), 385–394.
