Pengaruh Desain Kemasan, Citra Merek dan Persepsi Harga Terhadap Minat Beli Konsumen (Studi Kasus Konsumen Aqua di Kota Samarinda
DOI:
https://doi.org/10.63822/z9cyph52Keywords:
Packaging Design, Brand Image, Price Perception, Consumer Purchase Intention.Abstract
This study aims to determine whether the variables of packaging design, brand image, and price perception influence consumer purchase intention for Aqua products in Samarinda City. To analyze the issue, a quantitative research approach was employed, involving 80 respondents who had purchased Aqua products. Data collection techniques included document analysis, observation, and questionnaires utilizing a Likert scale. Multiple linear regression analysis was performed using SPSS software. The results indicate that: 1) the packaging design variable has a significant positive effect on consumer purchase intention; 2) brand image also demonstrates a significant positive effect on consumer purchase intention for Aqua products in Samarinda; and 3) the price perception variable likewise shows a significant positive effect on consumer purchase intention.
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