Pengaruh Harga dan Ukuran Kemasan Terhadap Minat Beli Konsumen Pada Produk Es Teh Solo Jumbo
DOI:
https://doi.org/10.61132/santri.v2i4.729Keywords:
price, packaging size, consumer interestAbstract
The competition in the beverage business is getting tighter along with the increasing activity of the population. One of the successful beverage products on the market is EsTeh Solo Jumbo. This iced tea is usually sold at an affordable price, which is around Rp3,000 to Rp4,000 per glass. In addition to its affordable price, Es Teh Solo also has a fairly large packaging size, so it is expected to be able to attract consumer interest. This study examines the effect of price and packaging size on consumer interest in Es Teh Solo beverage products. The research population consists of 40 people, all genders, who have purchased Es Teh Solo products. The data was obtained by distributing questionnaires to 40 Muslim students in Banten. Based on the research, consumer interest in Es Teh Solo has a positive and significant impact on price and packaging size.
Downloads
References
Akbar, Arief Abdullah. 2009. Hubungan Antara Kemasan dengan Minat Membeli Produk Minuman Sari Apel PT. Kusuma Agrowisata Batu-Malang (Studi pada Mahasiswa Fakultas Psikologi Tahun Angkatan 2008-2009). Fakultas Psikologi Universitas Islam Negeri Malang.
Anwar, I., & Satrio, B. (2015). Pengaruh harga dan kualitas produk terhadap keputusan pembelian. Jurnal Ilmu dan Riset Manajemen (JIRM), 4(12).
Cenadi, Suharto Christine. 2000. Peranan Desain Kemasan dalam Dunia Pemasaran. Jurnal Nirmala (Online) Vol. 2 No. 1 Januari 2000, 92-103
Cobb‐Walgren, Cathy J., Cyntia A. Ruble, and Naveen Donthu. 1995. Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, XXIV (Fall), 25‐40.
Dwityanti, Esthi. 2008. Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Terhadap Layanan Internet Banking Mandiri (Studi Kasus pada Karyawan Departemen Pekerjaan Umum Jakarta.Muchlisin Riadi. Oktober 29, 2016. Pengertian, Fungsi, Tujuan dan Jenis-jenis Kemasan
Shinda Rosandi, Tri Sudarwanto. 2014. PENGARUH CITRA MEREK DAN DESAIN KEMASAN TERHADAP MINAT BELI KONSUMEN PADA PRODUK SUSU ULTRA (Studi pada Cafetaria Srikandi Fakultas Ekonomi Universitas Negeri Surabaya)
Alifi Hidayat dkk. 2 April 2023. PENGARUH HARGA DAN KUALITAS PAKAIAN BEKAS TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA THRIFTING KOTA SERANG)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 SANTRI : Jurnal Ekonomi dan Keuangan Islam
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
