Habibi, Mohammad Rifqi (2021) Pengaruh Desain Kemasan dan Manfaat Kemasan terhadap Keputusan Pembelian Parfum AXE pada Konsumen Pria di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The need to improve appearance makes the lifestyle of modern society become consumptive. Consumptive lifestyle is currently also felt in the perfume business. The purpose of this study was to examine and analyze the effect of packaging design and benefits on purchasing decisions of AXE perfume on male consumers in Surabaya. This type of research is descriptive research. 130 respondents consisting of 30 respondents for the small sample and 100 respondents for the large sample were obtained through online media google forms by sharing the link on social media, where researchers have determined the taking of respondents who are domiciled in the Surabaya area by using purposive sampling technique. In this study, the analytical technique used is partial least squares (PLS) with the structural equation modeling (SEM) method.The results of the analysis in this study indicate that there is a significant positive influence between packaging design on purchasing decisions and packaging design can be an attraction and as a product differentiation from competitors. So if the better the packaging design of AXE perfume, the higher the purchasing decision of male consumers for AXE perfume in Surabaya. The results of the analysis also prove that there is a significant positive effect between the benefits of packaging on purchasing decisions. So if the better the packaging benefits of AXE perfume, the higher the purchasing decisions of male consumers for AXE perfume in Surabaya. Thus, it can be concluded that the better the Packaging Design and Benefits of AXE perfume packaging, the consumers will decide to buy AXE perfume. This is supported by the average score of respondents' answers for all Packaging Design variables of 4.05 and Packaging Benefits of 4.14 which means that respondents strongly agree with the researcher's statement about Packaging Design and Packaging Benefits variables. Keywords: Influence of Design and Packaging, Purchase Decision, AXE Perfume, Male Consumer
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | MOHAMMAD RIFQI HABIBI |
| Date Deposited: | 28 Jan 2022 04:55 |
| Last Modified: | 28 Jan 2022 04:55 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8571 |
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