PENGARUH PACKAGING DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK DI DESA TANAH HITAM

Authors

  • Onsardi Onsardi Universitas Muhammadiyah Bengkulu
  • Septian Bayu Mantovani Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.61567/jmmib.v3i2.115

Abstract

The title of this research is the Effect of Packaging and Social Media Marketing on the Decision to Purchase Ground Coffee in Tanah Hitam Village. Where this study aims to analyze the effect of packaging and social media marketing on purchasing decisions.The object of this research is the consumers of ground coffee in the Tanah Hitam area, with the sample collection method in this study using the formula Hair, et al (2010). Where the minimum sample size is 5-10 times the indicator variable, where the indicator variable in this study is 13 times 10 or the maximum sample size from the formula Hair, et al (2010). By using multiple linear regression analysis technique, it can be concluded that the variables of Packaging and Social Media Marketing have a significant effect on purchasing decisions

Keywords: Packaging, Social Media Marketing, Purchase Decision.

References

Agustina, A., Suci, R. P., & Wulandari, W. (2021). Pengaruh Strategi Promosi Social Media Dan Kualitas Produk Serta Word Of Mouth Marketing Terhadap Keputusan Pembelian Kuliner (Studi Kasus Pada Konsumen Sido Semi Malang). Adbis: Jurnal Administrasi …, 41–51.

Arif., M. (2021). Pengaruh Social Media Marketing, Electronic Word Of Mouth (Ewom) Dan Lifestyle Terhadap Keputusan Pembelian Online. Sintesa Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora, 1(1).

Cooper, Donald R., Dan Emory, W. C. (2016). Metode Penelitian Bisnis. Erlangga.

Fadhlan, C. D. (2016). Pengaruh Green Packaging Dan Marketing Mix Terhadap Keputusan Pembelian Pada Produk Teh Kotak (Studi Mahasiswa S1 Jurusan Manajemen Universitas Andalas). Diploma Thesis, Universitas Andalas.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage Learning.

Kristiawan, T. A., & Keni, K. (2020). Pengaruh Packaging, Social Media Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Busana Brand Lokal [The Effect Of Packaging, Social Media Marketing And Electronic Word Of Mouth On Purchase Decisions On Local Brand Fashion]. Derema (Development Research Of Management): Jurnal Manajemen, 15(2). Https://Doi.Org/10.19166/Derema.V15i2.2445

Praditasetyo, D., & Saputri, M. E. (2021). Pengaruh Social Media Marketing Melalui Aplikasi Tiktok Terhadap Keputusan Pembelian Online Pada Shopee Indonesia. Eproceedings Of Management, 8(5).

Romdhon, M. M., Hermawan, B., & . A. (2017). Penataan Manajemen Suplai Bahan Baku Kopi Untuk Kelangsungan Usaha Kopi Bubuk Di Kecamatan Muara Sahung. Dharma Raflesia : Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks, 2(12). Https://Doi.Org/10.33369/Dr.V2i12.3426

Setiawan, H. S., Octavia, T., & Jaya, S. S. (2016). Perbandingan Product Layout Dan Process Layout Dalam Perbaikan Tata Letak Pt. Almicos Pratama Dengan Metode Simulasi. Jurnal Titra, 4(1).

Sitorus, J. R. (2021). Pengaruh Promosi, Kualitas Produk Dan Packaging Terhadap Keputusan Pembelian Holland Bakery Batam. Ekonomi, 2(1).

Sonatasia, D. Onsardi, O. Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. Jurnal Manajemen Modal Insani Dan Bisnis, 1(1), 1–15.

Downloads

Published

2023-01-26

Issue

Vol. 3 No. 2 (2022): Desember 2022

Section

Articles

License

Copyright (c) 2023 JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.