Amaliyah, Febby Dzurrotul (2025) Pengaruh Desain Kemasan, Kualitas Produk, dan Brand Image Terhadap Minat Beli Produk Wila di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of packaging design, product quality, and brand image on consumers’ purchase intention toward Wila, a healthy snack made from pumpkin. With the rising trend of healthy lifestyles, consumers are becoming more selective in choosing products, especially in the snack category. Wila emerges as a local healthy snack solution that emphasizes nutritional value and sustainability. This research employs a quantitative approach by distributing questionnaires to 100 respondents who are familiar with or have tried Wila products. The sampling technique used is purposive sampling, and the data were analyzed using multiple linear regression through SPSS software. The results indicate that packaging design, product quality, and brand image have both partial and simultaneous significant effects on consumers’ purchase intention. Keywords: Packaging Design, Product Quality, Brand Image, Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.27 Business Forecasting H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Febby Dzurrotul Amaliyah | ||||||||
| Date Deposited: | 07 Jul 2025 05:15 | ||||||||
| Last Modified: | 07 Jul 2025 05:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39221 |
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