Pengaruh Kemasan Standing Pouch, Cita Rasa, dan Harga Terhadap Keputusan Pembelian Minuman Merek Goodkedai di Medan Night Market

Abstract

This research was conducted with the aim of (1) To find out whether the standing pouch packaging affects the purchasing decision of the GoodKedai brand in Medan Night Market. (2) To find out whether the taste influences simultaneously on the Goodkedai brand purchase decisions in Medan Night Market. (3) To find out whether the price has a partial effect on the GoodKedai brand purchase decision in Medan Night Market. (4) To find out whether the standing pouch packaging, taste, and price are influence the purchasing decision of the GoodKedai brand in Medan Night Market. This research method uses a quantitative approach. The population in this study were 1.000 consumers of GoodKedai brand and 91 as the samples from the total of population. This study uses the multiple linear regression analysis techniques. Data sources are divided into two, primary (interview and questionnaire answers) and secondary. From the results in this study, it was found that (1) The standing pouch packaging has a significant effect, with the result of t count 3,077 > t table with a value of 2,880 and a value is 0,003 < 0,05. (2) Taste has a significant effect, with the result of t count 5,678 > t table with a value of 2,880 and a value is 0,000 < 0,05. (3) Price has a significant effect, with t count negative 3,115 > t table with a value of 2,880 and a value is 0,002 < 0,05. The standing pouch packaging, taste and price have an effect simultaneously with the result of f count 14,231 > f table. Significance value 0,000 < 0,05.