Analysis of determinants of purchase decision: The role of element of package, product quality and perceived value
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Abstract
This study aims to analyze the effect of the element of package, product quality and
perceived value on consumer purchasing decisions. This research was conducted using
quantitative methods, and the data in the study were collected through surveys. The
population in this study were consumers of Batik Komar Bandung products, with a total
sample of 110 respondents. The questionnaire in this study was measured with a Likert
scale to determine respondents' perceptions regarding the elements of package,
perceived value, and purchasing decisions made by consumers. The data obtained were
processed using multiple regression analysis with SPSS 23 software. The results of this
study indicate if there is a positive influence from the element of package, product
quality and perceived value on consumer purchasing decisions on Batik Komar Bandung
products. The findings of this study can provide insight for managers and owners of
IKM, especially those of UKM Batik Komar Bandung, so that they can further improve
consumer purchasing decisions and achieve higher profits.
Article Details
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