TA DIGITAL
Pengaruh Persepsi Harga, Merek, Kemasan Produk Aquaria terhadap Minat Beli Konsumen pada PT Indotirta Jaya Abadi
The purposes of this research was to find out influences of price perception (X1), brand (X2), packaging (X3) on interest buying consumer (Y) of Aguaria product. The analysis methods used were multiple regresion analysis and coefficient determination. Before analyzing the data had been tested using validity and reliability test and also hypothesis test. This research used 100 respondent with likert skill.
The result of hypothesis test shows that all variables of this research were positive because the significance was more than alpha (0.05) and <
. It can be seen that of price accounted for 2.936 and the signification was 0.004. The other variable that of brand accounted for 4.950 and the signification was 0.000. While, packaging variable had 6.353 as and 0.000 as the significance. Simultaneously, three independent variables influences on interest buying consumer due to (40,809) > (2,70). The results of analysis regression multiple were Y = 0,134 + 0,209 + 0,356 + 0,459 . They showed if there was no change in all X variables, consumer buying interest would increase. If price variable, brand variable, and packaging variable increased it could make consumer buying interest increase. The results of coefficient determination showed that all independent variables gave the contribution to consumer buying interest accounted 54,7%.
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