Pengaruh Peringatan Kesehatan Bergambar di Kemasan Rokok terhadap Minat Beli Konsumen Sampoerna A Mild

Abstract

The obligation to include pictorial health warnings on the packaging is closely related to consumers' buying interest. Packaging is an important factor for consumer buying interest, several packaging factors that affect consumer buying interest include visibility, information, emotional appeal, workability. This is a challenge for cigarette companies how to maintain the view of their packaging in order to remain attractive. This study aims to determine the effect of health warnings on cigarette packaging on consumer buying interest in Sampoerna A mild. With the appearance of the packaging as a factor under study. This study uses quantitative methods involving 100 North Sumatra University students as the research sample. The sample research technique is random sampling. The data collection used is a questionnaire using a Likert scale. Data analysis technique using instrument test reliability validity, classical assumption test and hypothesis testing using multiple linear regression analysis using SPSS. The results of this study indicate that pictorial health warnings have a significant effect on A Mild's consumer buying interest in A mild cigarettes by 35.9%. This means that the pictorial health warnings that are included in the packaging of Sampoerna A mild cigarettes are sufficient to influence consumer buying interest.