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Influence of Packaging, Price, Promotion and Perceived Value on Purchase Decision at Snack Business 88 Solok

Author

Listed:
  • Dody Amril

    (STIE KBP Padang)

  • Heryanto

    (STIE KBP Padang)

Abstract

This study is aimed to find the influence of packaging, price, promotions and perceived value on purchase decision at Snack Business 88 Solok. The method used in this study is quantitative research with a descriptive approach. The population in this study was resellers who shop at Snack Business 88 Solok City. The sample used was 72 resellers by using accidental sampling. The data analysis is multiple linear regressionstechnique.The results of the study show that: (1) Packaginghas a positive and significant effect on purchase decision at Snack Business 88 Solok City, (2) Price has a negative and significant effect on purchase decision at Snack Business 88 Solok City, (3) Promotion has a positive and significant effect on purchase decision at Snack Business 88 Solok City, (4) Perceived value has a positive and significant effect on purchase decision at Snack Business 88 Solok City, (5) Packaging, price, promotion and perceived value have a significant effect on purchase decision at Snack Business 88 Solok City.

Suggested Citation

  • Dody Amril & Heryanto, 2020. "Influence of Packaging, Price, Promotion and Perceived Value on Purchase Decision at Snack Business 88 Solok," Technium Social Sciences Journal, Technium Science, vol. 8(1), pages 489-498, June.
    • Handle: RePEc:tec:journl:v:8:y:2020:i:1:p:489-498
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    Cited by:

    1. repec:thr:techub:10010:y:2020:i:1:p:478-487 is not listed on IDEAS
    2. I Ketut Astawa & I Ketut Budarma & Cokorda Istri Sri Widhari & Anak Agung Putri Suardani, 2020. "Green Supply Chain Management and Operational Performance: A Case Study at 5-Star Hotel in Bali," Technium Social Sciences Journal, Technium Science, vol. 10(1), pages 478-487, August.

    More about this item

    Keywords

    Purchase Decision; Packaging; Price; Promotion; Perceived Value;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

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