Pengaruh harga, kemasan, dan iklan terhadap keputusan pembelian minuman teh botol sosro (Studi Kasus Pada Rumah Makan Bakso Urat ADS Jl. Setia Budi, Tanjung Rejo, Medan)

Abstract

Along with the development of human lifestyle patterns that now prioritizes practicality and convenience, resulting in many companies that produce food and beverages ready or in packaging in Indonesia. Purchasing products can be influenced by a variety of variables. Of which is variable pricing, packaging and advertising done by the company. PT Sinar Sosro as one of the leading ready to drink tea beverage that is always trying to dominate the market ready to drink tea beverage in containers. This study aims to (1) Determine the influence of price on purchase decisions drinks Teh botol sosro consumer Restaurant Bakso urat ADS. (2) Determine the influence of packaging on purchasing decisions drinks Teh botol sosro consumer Restaurant Bakso Urat ADS. (3) Determine the influence of advertising on purchase decisions drinks Teh botol sosro consumer Restaurant Bakso urat ADS (4) Knowing where the most dominant variable influencing purchasing decisions drinks Teh botol sosro consumer Restaurant Bakso Urat ADS. The study population is consumers who make purchasing decisions drinks teh botol sosro in uric Restaurant Bakso Urat ADS Jl Setia Budi, Tanjung rejo, Medan. Samples are taken as many as 96 respondents with a sampling technique sampling incidental. Data collection methods used in this research is by using questionnaires, and documentation. Data analysis method used is descriptive analysisandmultipleregressionanalysispercentage. Partial assay results for pricing variable (X1) produce t count equal to 1.263 with a significance level of 0.010, proves that price positive and significant effect on purchasing decisions. For the packaging variable (X2) produce t value of 0.738 with a significance level of 0.033, proving that packaging positive and significant effect on purchasing decisions. As for the adversiting variable (X3) produce t value of 6.252 with a significance level of 0.000, proving that adversiting positive and significant effect on purchasing decisions. ANOVA test or F test yield calculated F value of 36.25 with a significance level of 0.000, proving that pricing, packaging, and adversiting positive and significant effect on purchasing decisions. Advice can be given a Teh Botol Sosro maintain product quality and expected the company to adjust prices on consumer purchasing power.