Pengaruh Kemasan Dan Harga Terhadap Keputusan Pembelian Minuman “xiboba” Dikalangan Generasi Milenial (studi Kasus Pada Minuman Xiboba Jl. Ronggo Warsito-pekanbaru)

Rahmad, Hasyendra (2021) Pengaruh Kemasan Dan Harga Terhadap Keputusan Pembelian Minuman “xiboba” Dikalangan Generasi Milenial (studi Kasus Pada Minuman Xiboba Jl. Ronggo Warsito-pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aimed to determine and analyze the influence of packaging and price on purchasing decision of XIBOBA among the millennial generation. The research method used was descriptive and quantitative methods. The data collection technique used a questionnaire that has been tested for its validity and reliability. The research subjects were 90 respondents using the purposive probability sampling technique. Meanwhile, the data analysis technique used was a multiple linear regression equation. Based on the results of the t-test, it was found that partially packaging and price had a significant effect on purchasing decision of XIBOBA. Furthermore, based on the F test, it was found that packaging and price simultaneously had a significant effect on purchasing decision with a coefficient of determination (R²) of 62.48% and the rest was influenced by other factors that were not discussed further in this study. Keywords: Packaging, Price, Purchasing Decision

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