Peran Kemasan Produk dan Harga dalam Meningkatkan Minat Beli Konsumen Produk Teh Dalam Kemasan di Provinsi Jakarta

Authors

  • Hendy Tannady Universitas Multimedia Nusantara
  • Jefriyanto Jefriyanto Universitas Negeri Padang
  • Syafrida Damanik Universitas Al Azhar
  • Widyatmoko Widyatmoko Universitas Dian Nuswantoro
  • Choerul Umam Universitas Dian Nuswantoro
  • Rr Iswahyuningsih STIA Menarasiswa
  • Dewi Ratih K STIA Menarasiswa
  • Rasmawati A. R. STIE Ganesha

DOI:

https://doi.org/10.31316/jk.v6i3.3808

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kemasan produk terhadap minat beli konsumen produk Teh Botol Sosro di Jakarta. Variabel dalam penelitian ini adalah harga dan kemasan produk sebagai variabel bebas dan minat beli sebagai variabel terikat. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner penelitian melalui google form kepada 105 responden yang merupakan konsumen yang pernah membeli produk Teh Botol Sosro di Jakarta. Non-probability sampling merupakan teknik pengambilan sampel dalam penelitian ini, dengan salah satu teknik yaitu purposive sampling. Pengolahan data menggunakan statistik SPSS 18 dan hasilnya menunjukkan bahwa harga mempengaruhi minat beli konsumen, kemasan produk mempengaruhi minat beli konsumen, dan secara simultan terdapat pengaruh harga dan kemasan produk terhadap minat beli konsumen produk Teh Botol Sosro di Jakarta.

Kata Kunci: Harga, Kemasan Produk, Minat Beli, Teh Botol Sosro

 Abstract

This study aims to determine the effect of price and product packaging on consumer buying interest in Teh Botol Sosro products in Jakarta. The variables in this study were price and product packaging as the independent variables and purchase interest as the dependent variable. This study uses quantitative methods by distributing research questionnaires via google form to 105 respondents who are consumers who have bought Teh Botol Sosro in Jakarta. Non-probability sampling is a sampling technique in this study, with one technique, namely purposive sampling. Data processing uses SPSS 18 statistics and the results show that price affects consumer purchase interest, product packaging affects consumer purchase interest, and simultaneously there is an effect of price and product packaging on consumer purchase interest in Teh Botol Sosro in Jakarta.

Keywords: Price, Product Packaging, Purchase Interest, Teh Botol Sosro

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Published

2022-08-21

Issue

Vol. 6 No. 3 (2022): October 2022

Section

Articles

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Copyright (c) 2022 Hendy Tannady, Jefriyanto Jefriyanto, Syafrida Damanik, Widyatmoko Widyatmoko, Choerul Umam, Rr Iswahyuningsih, Dewi Ratih K, Rasmawati A. R.

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