PENGARUH KEMASAN TERHADAP KEPUTUSAN PEMBELIAN (Survey pada Mahasiswa Konsumen Keripik Pedas di Universitas Pendidikan Indonesia Angkatan 2011)

Yusuf, Yogie Maulana (2015) PENGARUH KEMASAN TERHADAP KEPUTUSAN PEMBELIAN (Survey pada Mahasiswa Konsumen Keripik Pedas di Universitas Pendidikan Indonesia Angkatan 2011). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Penelitian ini mengkaji tentang pengaruh Kemasan terhadap Kerputusan Pembelian pada mahasiswa konsumen Maicih milik Reza, Maicih milik Bob, dan Keripik Karuhun Universitas Pendidikan Indonesia angkatan 2011 dengan total responden sebanyak 120. Produk dari ketiga brand keripik pedas yang ditawarkan adalah sebuah produk yang memiliki tingkat selera kepedasan yang berbeda-beda atau berlevel, dengan inovasi dari keripik pedas yang disuguhkan dalam berbagai level inilah yang membuat keripik pedas saat itu menjadi bidang industri yang cukup ramai di Bandung. Agar volume penjualan meningkat, ketiga brand keripik pedas ini mengganti kemasannya dengan lebih modern dan mampu menarik perhatian masyarakat Bandung atau bahkan Indonesia. Tingkat pengaruh Kemasan terhadap Keputusan Pembelian konsumen produk Maicih milik Reza, Maicih milik Bob, dan Keripik Karuhun Mahasiswa Universitas Pendidikan Indonesia Bandung angkatan 2011 berada pada kategori rendah yaitu sebesar 37%, sisanya sebesar 63% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. ---------- This research examines the influence of packaging to purchase decisions students of consumer products of Maicih Owned by Reza, Maicih Owned by Bob, and Keripik Karuhun Bandung Education University of indonesia Year 2011 in which total respondent is 120. The products from third brand of spicy chips offered is a product that has the different taste of spicy or there are some level on each every product. Because of that innovation from spicy chips that gives a variety of the level, this is what makes spicy chips became the field of industry which is quite favorited in Bandung. For maximalizing the volume of sales, third brand of these spicy chips changed its products package with more modern and capable of attracting the attention of the community in Bandung or even Indonesia. The level of the influence of the packaging to purchase decisions of the consumer product of Maicih owned by Reza, Maicih owned by Bob, and Keripik Karuhun students of Education University of Indonesia Bandung year 2011 are in the category is low by 37%, the rest of 63% is affected by other factors that not investigated in this research.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S PEM YUS p-2015; Pembimbing: I. Ayu Krishna Yuliawati
Uncontrolled Keywords: keripik, kemasan, pembelian, chips, package, purchase
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr. Tri Agung
Date Deposited: 01 Aug 2016 06:42
Last Modified: 01 Aug 2016 06:42
URI: http://repository.upi.edu/id/eprint/20967

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