Pengaruh Packaging, Promosi Melalui Media Sosial Dan Variasi Produk Terhadap Keputusan Pembelian Konsumen (Studi Kasus Niten Jamu Semarang)

Abstract

Penelitian ini dilakukan di Niten Jamu Kota Semarang yang bertujuan untuk mengetahui pengaruh Packaging, promosi melalui media sosial dan variasi produk terhadap keputusan pembelian konsumen (studi kasus di niten jamu semarang). Data penelitian diperoleh melalui kuesioner dan wawancara. Sampel yang digunakan dalam penelitian sebanyak 60 responden. Hasil penelitian diharapkan dapat memberikan informasi yang berguna bagi para pengusaha maupun pengusaha niten jamu semarang. Data yang diperoleh diolah dengan menggunakan analisis deskriptif dan analisis statistik kuantitatif. Analisis kuantitatif menggunakan analisis regresi untuk mengetahui pengaruh variabel independent terhadap variabel dependent, namun sebelum dilakukan uji tersebut dilakukan dahulu uji validitas dan uji reliabilitas serta uji persyaratan. Hasil analisis regresi menunjukkan bahwa packagingi, promosi melalui media sosial dan variasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen di niten jamu Kota Semarang.

Analysis of Factors Affecting Repurchase Intentions with Purchasing Decisions as Mediating Variables

“…However, the results of this study contradict the findings of previous research conducted by (Herzegovina, 2019) and (Putri et al, 2022), which suggested that product variations have a positive impact on consumer purchasing decisions, both partially and simultaneously.…”

“…These findings align with the research conducted (Luthfiyatillah et al, 2020;Putri et al, 2022;Wintang & Pasharibu, 2021), which similarly demonstrated the positive and significant impact of packaging and social media promotions on consumer purchasing decisions.…”

“…A study by Ariyanto et al (2020) revealed that store atmosphere and promotion significantly affect purchasing decisions at Alfamart BSD South Tangerang. Putri et al (2022) conducted research at Niten Jamu Semarang and found that packaging, promotion through social media, and product variety have a positive and significant influence on consumer purchasing decisions. Katarika & Syahputra (2017) examined coffee shops in Bandung and found that store atmosphere, particularly the exterior, general interior, and interior appearance, has a positive and significant influence on purchasing decisions.…”