Pengaruh kemasan Chocolie dalam mendorong keputusan pembelian konsumen berdasarkan model di wilayah Bogor = The effect of Chocolie's packaging based on view model in persuading consumers buying decision in the area of Bogor

Wirawan, Melvin (2013) Pengaruh kemasan Chocolie dalam mendorong keputusan pembelian konsumen berdasarkan model di wilayah Bogor = The effect of Chocolie's packaging based on view model in persuading consumers buying decision in the area of Bogor. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri minuman kini sangat berkembang pesat. Sangat banyak perusahaan yang menjalani bisnis dalam bidang ini. Salah satunya adalah CV. Aneka Karunia yang memproduksi Chocolie. Hal itu dikarenakan industri minuman dalam kemasan merupakan industri yang potensial. Salah satu elemen penting dalam produk adalah packaging yang berpengaruh dalam keputusan pembelian konsumen. Penelitian ini dilakukan untuk mengetahui sejauh mana pengaruh kemasan Chocolie terhadap keputusan pembelian konsumen di wilayah Bogor. Konsep yang digunakan dalam penelitian ini adalah IMC, marketing mix, product, packaging, VIEW Model, dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif melalui metode penelitian survei yang bertujuan untuk mengukur kekuatan hubungan variabel kemasan dengan variabel keputusan pembelian. Data diperoleh melalui penyebaran kuesioner kepada 300 orang responden di wilayah Bogor sebagai anggota sampel penelitian. Pretest dilakukan terlebih dahulu kepada 14 orang responden untuk menguji validitas dan realibilitas kuesioner. Analisis korelasi bivariat non parametric rank Spearman digunakan untuk menguji adanya korelasi antara kemasan berdasarkan VIEW Model dan keputusan pembelian. Hasil penelitian menunjukkan adanya korelasi positif antara variabel kemasan dengan keputusan pembelian dengan hasil korelasi sebesar .726 (korelasi kuat). Peneliti juga menambahkan beberapa saran konstruktif bagi produsen Chocolie terutama dalam hal elemen-elemen kemasan (Warna, Informasi, dan Ilustrasi Gambar) guna meningkatkan keputusan pembelian. / Beverage industry is growing rapidly. Many companies are doing business in this field. One of them is the CV. Aneka Karunia that produce Chocolie. That's because of the beverage packaging industry is a potential industry. Packaging is one of the crucial elements that is influential in consumer purchase decisions. This study was conducted to determine the extent of the influence of Chocolie’s packaging on consumer purchasing decisions in Bogor area. Concepts used in this study are IMC, marketing mix, product, packaging, VIEW Model and purchasing decisions. This study uses a quantitative approach through survey research method that aims to measure the strength of the relationship with the packaging variable and purchase decision variable. Data obtained by distributing questionnaires to 300 respondents in the Bogor region as a member of the research sample. Pretest conducted prior to the 14 respondents to test the validity and reliability of the questionnaire. Bivariate correlation analysis of non parametric Spearman rank correlation was used to test the package by VIEW Model and purchasing decisions. The results showed a positive correlation between the packaging variable with purchasing decisions variable with the results of correlation of .726 (strong correlation). Researchers also added some constructive suggestions for Chocolie’s manufacturers especially in packaging elements (Color, Information, and Image Illustration) in order to increase the purchasing decision.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wirawan, MelvinUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Purchase Decision ; Packaging (VIEW Model)
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Meliza Faomasi Laoli
Date Deposited: 16 Oct 2018 07:39
Last Modified: 19 Dec 2019 04:01
URI: http://repository.uph.edu/id/eprint/1328

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