ANALISIS PENGARUH KEMASAN PRODUK , KUALITAS PRODUK , WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH BOTOL SOSRO TERHADAP PELANGGAN DI SURABAYA
Abstract
This thesis is made to understand the impact of product packaging, product quality
and word of mouth toward purchase decision of teh botol sosro in Surabaya
The sample that is being used in thesis is the consumer that has ever bought teh botol
sosro with minium twice a month and live in Surabaya and the number of respondents are
100 people. For analyzing data and summary in this thesis is by using structural equation
modeling with the amos software version 16.0 . the result is showing that the product
packaging and word of mouth gives positive and significant toward purchase decision,
whereas product quality has positive impact but not significant toward purchase decision
This research indicates that variable of product packaging has very high impact
toward purchase decision with the coefficient regression of 0.32. next, the variable of word of
mout has coefficient regression of 0.28. lastly , the variable of product quality has coefficient
regression of 0.06