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