JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Vol 3, No 1: 2023

Pengaruh Desain Kemasan, Word of Mouth, Dan Harga Terhadap Keputusan Pembelian Cimory Yogurt Squeeze (Studi Kasus : Pada Mahasiswa Universitas Samudra)

Safitri Julianti (Manajemen, Fakultas Ekonomi, Universitas Samudra)
Dewi Rosa Indah (Manajemen, Fakultas Ekonomi, Universitas Samudra)
Safrizal Safrizal (Manajemen, Fakultas Ekonomi, Universitas Samudra)

Article Info

Publish Date
11 Jan 2023

Abstract

The purpose of this study was to determine the effect of packaging design, word of mouth, and price on the purchasing decision of Cimory Yogurt Squeeze. The sample used in this study amounted to 96 respondents. The data analysis method used multiple linear regression analysis, t test, F test, and coefficient of determination test. From multiple linear regression analysis, the regression equation Y = 4.160 + 0.273X1 + 0.320X2 + 0.155X3. From the t-test, it is known that the packaging design, word of mouth and price partially have a significant effect on purchasing decisions for Cimory Yogurt Squeeze at Samudra University students. From the F test, it is known that the packaging design, word of mouth and price1 simultaneously1 have a significant effect on the purchasing decision of Cimory Yogurt Squeeze at Samudra University students1

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Journal Info
JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Website

Abbrev

JUMSI

Publisher

Universitas Labuhanbatu

Subject

Economics, Econometrics & Finance

Description

JURNAL MANAJEMEN AKUNTANSI (JUMSI) diterbitkan oleh Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu secara berkala 4(empat) kali dalam setahun. Setiap edisi memuat 15 artikel ilmiah. JURNAL MANAJEMEN AKUNTANSI (JUMSI) bertujuan menyebarluaskan hasil penelitian di bidang manajemen (akuntansi, ...