Pengaruh Packaging Produk, Strategi Pemasaran, dan Personal Branding terhadap Keputusan Pembelian Konsumen di Industri Skincare Brand Sheila Saukia
Studi Kasus Kabupaten Bireuen
DOI:
https://doi.org/10.61132/jubid.v3i4.1774Keywords:
Marketing Strategy, Personal Branding, Product Packaging, Purchasing Decision, SkincareAbstract
This study aims to determine the effect of product packaging, marketing strategy, and personal branding on consumer purchasing decisions for Sheila Saukia skincare products in Bireuen Regency, both partially and simultaneously. This study used a quantitative approach with multiple linear regression analysis. The population in this study consisted of consumers of Sheila Saukia skincare products in Bireuen Regency, whose exact number was unknown. The sample consisted of 96 respondents selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires using a Likert scale and analyzed using SPSS. The results showed that product packaging did not have a significant effect on purchasing decisions, with a t-value of 0.653 and a significance value of 0.515. Marketing strategy had a positive and significant effect on purchasing decisions, with a t-value of 3.799 and a significance value of 0.000. Personal branding also had a positive and significant effect on purchasing decisions, with a t-value of 5.731 and a significance value of 0.000. Simultaneously, product packaging, marketing strategy, and personal branding had a significant effect on purchasing decisions, with an F-value of 79.453 and a significance value of 0.000. The coefficient of determination (R²) was 0.712, indicating that the three independent variables explained 71.2% of the variation in purchasing decisions, while the remaining 28.8% was explained by other factors not examined in this study. Based on the regression coefficients, personal branding had the largest coefficient, with a value of 0.451.
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