Pengaruh Cita Rasa, Kemasan, Harga, Promosi Penjualan dan Brand Image Terhadap Keputusan Pembelian Teh Bubuk di Kota Surakarta

Abstract

This study aims to determine the effect of taste, packaging, price, sales promotion and brand image on the decision to purchase powdered tea in the city of Surakarta. The basic research method used is a descriptive method. The research location was determined purposefully in the city of Surakarta. Sampling was taken using the accidental sampling method with a sample size of 105 respondents. Data collection was carried out using questionnaires and interviews with respondents. The data analysis method used in this research is multiple linear regression analysis. Instrument testing and data analysis were carried out using tools in the form of Microsoft Excel and the IBM SPSS Statistics 22 software application. The research results show that the variables of taste, packaging, price, sales promotion and brand image together (simultaneously) have a significant effect on the decision to purchase powdered tea in the city of Surakarta. The variables of taste, packaging, sales promotion and brand image individually (partially) have a significant influence on the decision to purchase powdered tea in the city of Surakarta. Meanwhile, the individual (partial) price variable does not have a significant effect on the decision to purchase powdered tea in Surakarta City. The most dominant variable in influencing the decision to purchase powdered tea in Surakarta City is the brand image variable.