Ardianto, Fery Nurmansyah (2025) PENGARUH HARGA, KUALITAS PRODUK, INOVASI PRODUK, DAN DESAIN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG (Studi Kasus pada Konsumen Minuman Kratingdaeng di Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Currently, competition in the energy drink market in Indonesia is becoming increasingly fierce. The purpose of this study is to examine the impact or influence of price, product quality, product innovation, and packaging design on purchasing and repurchase decisions of Kratingdaeng drinks in Surabaya. The Structural Equation Modeling (SEM) method will be used in this study with a quantitative approach, while the estimation process is carried out using the Maximum Likelihood (ML) technique. The software used in this study is AMOS. The study was conducted by distributing questionnaires to 110 Kratingdaeng drink consumers. The results show that the variables of price and packaging design have a significant and positive influence on purchasing decisions. Conversely, product quality and product innovation do not have a significant influence on purchasing decisions. Meanwhile, all independent variables, namely price, product quality, product innovation, and packaging design, do not have a significant effect on repurchase. In addition, purchasing decisions also do not have a significant influence on repurchase. These results indicate that although consumers have a positive view in making purchasing decisions, this is not strong enough to encourage repeat purchases. Thus, marketing strategies need to be focused not only on efforts to attract first-time buyers, but also on strengthening consumer loyalty for more sustainable results. Keywords : Amos; Kratingdaeng; Management; Marketing; SEM
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Fery Nurmansyah Ardianto | ||||||||
| Date Deposited: | 29 Jul 2025 04:06 | ||||||||
| Last Modified: | 29 Jul 2025 04:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41149 |
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