PENGARUH DESAIN KEMASAN,KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI LAIN HATI DI SURABAYA

Abstract

Another Coffee Heart is a coffee drink brand that has managed to have nearly 500 shops spread throughout Indonesia. One of the characteristics of contemporary coffee lies in the product concept being marketed. Having the name 'Lain Hati', the Lain Hati coffee menu uses names related to friendship between young people. The slogan used is "Move to Another Heart". Increasingly competitive business competition requires every company to have a strong marketing strategy. This study aims to analyze the influence of packaging design, product quality, and price perceptions on buying decisions for the other coffee hearts in Surabaya.This type of research uses quantitative methods with Non Probability Sampling techniques in the form of Purposive Sampling. The population in this study were consumers who had visited Kopi Lain Hati with 96 respondents as a sample. The analytical method used in this study is multiple regression analysis, validity and reliability tests, classic assumption test which consists of, linearity test, normality test, multicollinearity test, heteroscedasticity test, and hypothesis testing which consists of t test, determination test, test r with the help of the IBM SPSS version 25 for windows program. The results of this study indicate that the influence of packaging design, product quality, and price perception has a positive and significant effect on purchasing decisions as evidenced in the t test, then the results in the F test of the three variables together have a positive and significant effect on purchasing decisions.