Pengaruh Citra Merek dan Kemasan Terhadap Keputusan Pembelian Marina Hand & Body Lotion (Studi pada Mahasiswa Politeknik Negeri Malang)
DOI:
https://doi.org/10.63822/y9q61h45Keywords:
brand image; packaging; purchase decision; Marina Hand & Body Lotion.Abstract
Brand image and packaging are factors that can influence consumers' purchase decisions. As one of the body care products, Marina Hand & Body Lotion needs to pay attention to these factors to increase consumers' purchase decisions. This study aims to analyze the influence of brand image and packaging on the purchase decision of Marina Hand & Body Lotion among students of State Polytechnic of Malang. This study employed a quantitative approach with a sample of 100 respondents. Data were collected through questionnaires distributed using Google Forms and analyzed using IBM SPSS software. The results showed that brand image had a positive and significant effect on purchase decisions, with a t-value of 6.838 and a significance value of <0.001. Packaging also had a positive and significant effect on purchase decisions, with a t-value of 12.319 and a significance value of <0.001. Simultaneously, the analysis produced an F-value of 93.449 with a significance value of <0.001. The study concludes that brand image and packaging have a positive and significant influence on the purchase decision of Marina Hand & Body Lotion among students of State Polytechnic of Malang.
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