PENGARUH KEMASAN DAN CITA RASA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK MIE INSTAN INDOMIE (Survei Pada Mahasiswa/i Universitas Perjuangan Tasikmalaya)

Abstract

ABSTRAK Tujuan dari penelitian ini adalah mengetahui pengaruh kemasan dan cita rasa secara simultan maupun parsial terhadap keputusan pembelian konsumen produk mie instan Indomie survei mahasiswa/i Universitas Perjuangan Tasikmalaya. Metode penelitian yang digunakan adalah metode kausal dengan pendekatan survei. Sampel dalam penelitian ini berjumlah 100 responden. Pengumpulan data dilakukan dengan menggunakan kuesioner. Analisis data yang digunakan adalah uji asumsi klasik dan analisis regresi berganda. Pengujian hipotesis menggunakan uji F, t, dan R². Hasil penelitian ini menujukkan secara simultan kemasan dan cita rasa berpengaruh terhadap keputusan pembelian konsumen mie instan Indomie. Secara parsial kemasan berpengaruh terhadap keputusan pembelian konsumen. Secara parsial cita rasa berpengaruh terhadap keputusan pembelian konsumen. Kata Kunci : Kemasan, Cita Rasa, Keputusan Pembelian Konsumen ABSTRACT The purpose of this study was to determine the effect of kemasan and taste simultaneously and partially towards the consumers purchasing decision of indomie products survey on students in Perjuangan University, Tasikmalaya. The research method used is a causal method with a survey approach. The sample in this study amounted to 100 respondents. The data were collected through questionnaire. To analyzed the data used the classic assumption test and multiple regression analysis. The hypothesis test used the F test, t test, and R² test. the results of this study indicated that kemasan and taste simultaneously influenced the decisions to consumers purchase of Indomie products. Partially, kemasan influenced the consumers purchasing decisions. And taste partially, influenced consumers purchasing decisions. Keywords : Packaging, Taste, Consumers Purchasing Decision

The Role of Price, Taste, and Brand Image in Purchasing Decisions

“…In addition, it is also supported by the results of the analysis of respondents' answers on the smell or aroma indicator with the statement "The aroma of the Mie Sedaap Ayam Bakar Limau product can be a characteristic". The results of this study have a positive and significant effect in line with research (Ilmi et al, 2020) entitled "Choi Siwon as a brand ambassador, the influence of brand image and taste on purchasing decisions for Korean products" Purchasing decisions are significantly influenced by overall and individual tastes, as well as in research (Janah et al, 2021) entitled "The Influence of Brand Image and Price on Consumer Satisfaction at Mie Gacoan Gresik", then in research (Fasya & Rahwana, 2020) entitled "The Influence of Packaging and Taste on Consumer Purchase Decisions Indomie Instant Noodles (Survey of University of Perjuangan Tasikmalaya Students/I)", in research (Suherman & Hongdiyanto, 2020) entitled "The Influence of Promotion, Taste, and Price Perceptions on Purchase Decisions for Milkmo Products", and in research (Darmayanti & Indayani, 2023) entitled "The Influence of Brand Image, Taste, and Price Perceptions on Purchase Decisions at Momentum Coffee in Sidoarjo", there is a positive and significant influence on each variable on purchasing decisions.…”

“…Taste is an important consideration for consumers in making purchases. References: (Fasya & Rahwana, 2020), (Suherman, 2020), (Darmayanti & Indayani, 2023). Brand perception is one of the factors in consumer choice (Arifin & Setyaningrum, 2022), (Gunawati, 2022), (Pasaribu, 2022), and (Waluyo et al, 2023).…”

Analisis Keputusan Pembelian Kebutuhan Pokok Mie Instan Ditinjau dari Maqashid Syariah

“…Berdasarkan pada penelitian (Cahyani and Hidayat 2020) (Auliyana 2020) menyampaikan bahwa keputusan pembelian dipengaruhi brand image dan kualitas produk, (Agustino and Syaifullah 2020) (Nurhayati, Hasanuddin, and Suyandi 2022) menambahkan kepercayaan dan kualitas informasi juga berpengaruh, ditambah oleh (Rahayu 2021) (Alfatiha and Budiatmo 2020) harga juga mempengaruhi keputusan pembelian, pada penelitian (Siswanty and Prihatini 2020) dipaparkan penggabungan dari penelitian sebelumnya. ) memaparkan pengaruh maqashid syariah dan label pada keputusan pembelian, ini pun sejalan dengan pemaparan (Fasya and Rahwana 2021).…”