Pengaruh Faktor-Faktor Kemasan Produk terhadap Keputusan Pembelian Konsumen Pop Mie di Supermarket Giant Wiyung

Authors

  • Yessy Artanti Universitas Negeri Surabaya
  • Yusdia Pusparini Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/bisma.v3n2.p157-171

Keywords:

Marketing Communications, Products Packaging, Buying Decision

Abstract

This study aimed to investigate the influence factors of product packaging to Pop Mie consumer purchase decision at Wiyung Giant Supermarket. Product packaging factors in this case includes visibility, information, emotional appeal, and power/ ability to do (workability). The population used in this study is to visitors of the Wiyung Giant Supermarket who was buying Pop Mie. Technique to determine the members of the sample in this study is using accidental sampling technique. The number of samples is 105 respondents. This research notes that the results of hypothesis testing through F test states that the visibility, information, emotional appeal, and power/ ability to do (workability) have significant influence simultaneously to the consumer purchases decision(Y). This conclusion is based on the results of the analysis that shows calculated F value of 28.199 with an error rate prediction / forecast of 0.000 with a value smaller than 0.05 or 5%. Based on t test, it can be known that all the free variables which consist of visibility, information, emotional appeal, and power/ ability to do (workability) partially have a significant influence on the dependent variable, the consumer purchase decision. This was proved by the level of significance for each independent variable is smaller than at 0.05 or 5%. The result of T test shows that information variable has regression coefficient = 0.742 and calculated t = 9.202 with a significance level of 0.000. So that, information variable has the most influence to consumer purchase decisions of Pop Mie at Wiyung Giant Supermarket.

References

Aaker, David A., V. Kumar, dan George S. Day. 1998. Marketing Research Edisi 6. New Jersey: Wiley.
Arsyad Lincolin dan Soeratno. 2003. Metodologi Penelitian untuk Ekonomi dan Bisnis Edisi Revisi. Yogyakarta: UPP AMP YKPN.
Aruman. 2008.The Power Of Silent Salesman. Mix Marketing, Edisi 15 September - 12 Oktober, hal 22-24.
Assael, Henry. 1992. Consumer Behavior and Marketing Action Fourth Edition. Boston: Kent Publishing Company.
Danger, E.P. 1992. Memilih Warna Kemasan. Jakarta: PT Pustaka Binaman Pressindo.
Irianty, Dewi. 2009. Persaingan Mie Instan (online), (http://dewiirianty.blogspot.com/2009/12/persaingan-mie-instan.html, diakses pada 18 januari 2010)
Kotler, Philip dan K.L. Keller. 2006. Marketing Management. Twelfth Edition. Upper-Saddle River, New Jersey: Person Education International.
Kotler dan Armstrong. 2007. Dasar-Dasar Pemasaran Edisi Kesembilan Jilid 1, Diterjemahkan oleh Alexander Sindoro. Jakarta: Indeks.
Kotler, Philip. 2002. Manajemen Pemasaran Edisi Bahasa Indonesia Buku 2. Jakarta: PT. Indeks.
Klimchuk, R Marianne dan A Sandra Krasovec. 2007. Desain Kemasan. Jakarta: Erlangga.
Mangkunegara, A.A. Anwar Prabu. 2005. Perilaku Konsumen Edisi Revisi. Bandung: Refika Aditama.
Velev, A. Nikov, dan S. Zaim. 2003. A Neuro-Fuzzy For Consumer-Oriented Product PackagesEvaluation and Selection. ISBN 975695731X, Istanbul, April 19-20, 2003,p:506-510. (www2.sta.uwi.edu/anikov/publ/package-UAS2003.com,diakses pada 8 Februari 2010).
Marsudiyanto. 2009. Masyarakat Indonesia Lebih Mementingkan Kebutuhan Makanan (online). (http://caricara.com, diakses pada 19 Januari 2010)
Nilsson, J dan T. Ostrom. 2005. Packaging as a Brand Communication Vehicle. Masters Thesis. Lulea University of Tecnology. (http://epubl.luth.se/1404-5508/2005/038/LTU-SHU-EX-05038-SE, diakses pada 7 Mei 2010).
Nugroho, Rahardian. 2009. Persaingan Mie Instant. (http:marcetingclinic.blogspot.com, diakses pada 2 Mei 2010)
Sugiyono. 2009. Metode Penelitian Bisnis. Cetakan Ketiga Belas. Bandung : Alfabeta.
Sumarwan, Ujang. 2004. Perilaku Konsumen, Teori dan Penerapan dalam Pemasaran. Bogor: Ghalia Indonesia.
Schiffman, Leon G. and Kanuk, Leslie Lazar, dkk. 2005. Consumer Behaviour. Pearson Education Australia.

Downloads

Published

2018-06-06

How to Cite

Artanti, Y., & Pusparini, Y. (2018). Pengaruh Faktor-Faktor Kemasan Produk terhadap Keputusan Pembelian Konsumen Pop Mie di Supermarket Giant Wiyung. BISMA (Bisnis Dan Manajemen), 3(2), 157–171. https://doi.org/10.26740/bisma.v3n2.p157-171

Issue

Section

Articles
Abstract views: 1186 , PDF Downloads: 1162