Wicaksono, M. Ilham (2018) Analisis Pengaruh Desain Kemasan Click And Go Air Mineral Aqua Terhadap Keputusan Pembelian Dan Loyalitas Konsumen. Sarjana thesis, Universitas Brawijaya.
Abstract
Air mineral dalam kemasan merupakan salah satu produk yang sangat dibutuhkan bagi masyarakat. Perkembangan bisnis air mineral dalam kemasan saat ini semakin tinggi. Hal ini ditandai dengan banyaknya merek air mineral dalam kemasan. Aqua mengeluarkan inovasi kemasan click and go pada produk air mineral dalam kemasan. Tujuan penelitian ini adalah mengetahui keterkaitan desain kemasan terhadap keputusan pembelian pada air mineral kemasan click and go Aqua di Kota Malang dan mengetahui keterkaitan antara keputusan pembelian dan loyalitas konsumen pada produk kemasan click and go air mineral dalam kemasan Aqua. Penelitian ini dilakukan dengan metode Partial Least Square dengan variabel bebas yaitu tutup, bentuk dan ukuran. Variabel terikat yang digunakan pada penelitian kali ini adalah keputusan pembelian dan loyalitas konsumen. Pengambilan data dilakukan dengan menyebarkan sebanyak 100 kuesioner yang diisikan oleh responden yang pernah mengkonsumsi air mineral dalam kemasan click and go Aqua. Hasil penelitian pada desain kemasan click and go air mineral Aqua menunjukkan tutup kemasan, bentuk kemasan dan ukuran kemasan berpengaruh positif terhadap keputusan pembelian dan keputusan pembelian berpengaruh positif terhadap loyalitas konsumen. Pada uji hipotesis tutup kemasan dan ukuran kemasan memiliki pengaruh yang signifikan terhadap keputusan pembelian kosumen, sedangkan bentuk kemasan tidak berpengaruh signifikan. Keputusan pembelian berpengaruh signifikan terhadap loyalitas konsumen.
English Abstract
Bottled mineral water is one of the most needed products for society. The development of mineral water business in the current packaging is getting higher along with the increasing demand of healthier lifestyle. This is marked by the large number of brands bottled mineral water. The amount of bottled mineral water circulating in the community. Aqua issued a click and go packaging innovation on bottled mineral water. The purpose of this research is to know the correlation of packaging design to purchasing decision on click and go Aqua mineral water in Malang and to determine the relationship between purchasing decision and consumer loyalty on click and go mineral water packaging product in Aqua packaging. This research was done by Partial Least Square method with independent variables consisted of caps, shape and size. The dependent variables used in this research are purchasing decision and consumer loyalty. Data collection was done by spreading as many as 100 questionnaires filled by respondents who have consumed mineral water in packs click and go Aqua. The results showed that the packaging cap, packaging form and packaging size have a positive effect on purchasing decision and purchasing decision have positive effect to consumer loyalty. In the test of bottle cap hypothesis and packaging size have significant influence to decision of purchasing of cosumen, while the form of packing does not have significant effect. Purchasing decisions have a significant effect on consumer loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/514/051810604 |
| Uncontrolled Keywords: | Air Mineral, Desain Kemasan dan Partial Least Square.,/ Mineral Water, Packaging Design and Partial Least Square |
| Subjects: | 600 Technology (Applied sciences) > 688 Other final products and packaging technology > 688.8 Packaging technology |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 13 May 2019 03:30 |
| Last Modified: | 17 Mar 2022 07:04 |
| URI: | http://repository.ub.ac.id/id/eprint/165203 |
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