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Pengaruh Kemasan Dan Harga Frestea Terhadap Keputusan Pembelian Remaja Kota Medan

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  • Sudarso, Andriasan

Abstract

Hasil penelitian menunjukan bahwa secara parsial, kemasan berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk Frestea. Besarnya pengaruh secara parsial antara kemasan dan keputusan pembelian adalah 0,286; atau dapat dikatakan bahwa 28,6% pengaruh kemasan terhadap keputusan pembelian konsumen dengan ketentuan variabel lainnya adalah tetap. Sedangkan harga berpengaruh secara negatif dan parsial terhadap keputusan pembelian produk Frestea. Besarnya pengaruh secara parsial antara harga dan keputusan pembelian adalah -0,307; atau dapat dikatakan bahwa 30,7% pengaruh negative dari harga terhadap keputusan pembelian konsumen dengan ketentuan variabel lainnya adalah tetap. Secara serempak, kemasan dan harga berpengaruh secara signifikan terhadap keputusan pembelian konsumen. Besarnya pengaruh secara serempak antara kedua varibel tersebut dengan keputusan pembelian adalah 0,138; atau dapat dikatakan bahwa 13,8% pengaruh positif dari kemasan dan harga secara serempak terhadap keputusan pembelian konsumen dengan ketentuan variabel lainnya adalah tetap.

Suggested Citation

  • Sudarso, Andriasan, 2016. "Pengaruh Kemasan Dan Harga Frestea Terhadap Keputusan Pembelian Remaja Kota Medan," OSF Preprints nqgdz, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:nqgdz
    DOI: 10.31219/osf.io/nqgdz
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