Pengaruh kemasan wafer Tango Crunch Cake dalam mendorong keputusan pembelian berdasarkan view model

Setiawan, Billy (2014) Pengaruh kemasan wafer Tango Crunch Cake dalam mendorong keputusan pembelian berdasarkan view model. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The snack industry is one of the most rapidly growing sectors nowadays, as shown in the large number of companies engaged in this sector. One of the major players is PT Orang Tua Group, which produces, among others, the Tango Crunch Cake Wafer. One of the most important elements of a product is the packaging, which is able to affect consumer’s buying decision. The purpose of this research is to discover to what extent the packaging of Tango Crunch Cake Wafer affects consumer purchase decision. Concepts used in this study are IMC, the marketing mix, product, packaging, the VIEW Model and buying decision. This study uses a quantitative correlation approach through survey research methods. The sources of data include 300 questionnaires distributed in Jakarta, Bogor, Depok, Tangerang and Bekasi areas. Validity and reliability of the instrument is ensured through the prior distribution of pre-test questionnaire to 20 respondents. The reliability of the independent variable (the packaging based on VIEW Model) is .838 > .6 Cronbach’s Alpha and the dependent variable (the buying decision) is .900 > .6 Cronbach’s Alpha. The validity test of independent variable (the packaging based on VIEW Model) is .729 - .924 > .5 KMO and the dependent variable (the buying decision) is .627 - .956 > .5 KMO. Bivariate correlation analysis of nonparametric Spearman rank correlation was used to test in this research. The results showed correlation between packaging and buying decision, with a value of 0.567. Based on the quantitative results, the author offers constructive suggestions to PT Orang Tua Group regarding packaging elements to increase buying decision.

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