PENGARUH PACKAGING, BRANDING, LABELLING, DAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN ROTI KERING UD NEW TWEETY

Nonik Dyah Prastyani

Abstract


The purpose of this study was to determine empirically the effect of Packaging, Branding, Labelling, and E-commerce on Purchasing Decisions on UD New Tweety Dry Bread. The research sample was 385 respondents. The sampling technique was purposive sampling. The research method used is quantitative method and uses the SPSS version 21 analysis tool. Data analysis using multiple linear regression, classical assumption test, hypothesis testing, and determination coefficient test. The results of the study partially show that the variables of packaging, branding, labelling and e-commerce have a positive effect on purchasing decisions.

Keywords: Packaging, Branding, Labeling, E-commerce, and Purchase Decision


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References


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