PENGARUH MEREK, KEMASAN, DAN PROMOSI TERHADAP MINAT MEMBELI PADA RICHEESE FACTORY MADIUN

Arbi Aldova, Hari Purwanto

Abstract


This study entitled "The Influence of Brand, Packaging, and Promotion on Purchase Intention at Richeese Factory Madiun". The purpose of this study was to test empirically the effect of brand, packaging and promotion on buying interest in the Madiun richeese factory. The population in this study were 384 respondents. The sample in this study used simple random sampling by obtaining a sample of 384 respondents. The method used in this study is a quantitative method obtained from a questionnaire by distributing it via Google form, while the analysis tool uses SPSS 25 for windows software. Data analysis used instrument test, classic assumption test, multiple linear regression analysis and hypothesis testing. Based on the results of statistical tests, it shows that partially brand has a positive and significant effect on purchase intention, packaging has a positive and significant effect on purchase intention, promotion has a positive and significant effect on purchase intention and simultaneously brand, packaging and promotion have a positive and significant effect on consumer buying interest on richeese factory in Madiun City.


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