Paket Lengkap Imbas Kemasan Dan Daya Tarik Iklan Terhadap Gambaran Merek Serta Preferensi Merek Di Media Umum Terhadap Keputusan Pembelian (Studi Pada Mahasiswa/I Undip Konsumen Aqua)

Abstract: This study is aims to analyze the influence of packaging and advertising appeal on merk image and merk preference in social media to purchase decisions (study on students Undip consumer AQUA).The data collecting method is done through a questionnaire with close and open questions to 100 respondents. Sampel criteria such as students of Undip, who watch advertising of AQUA in mass media or social media and buying AQUA in 2016/2017. Multiple regression analysis in SPSS jadwal is used for this study. The results showed that the packaging and advertising appeal has positive and significant effect on merk image, and then merk image and merk preference in social media has positive and significant effect on purchase decisions.

Keywords: packaging, advertising appeal, merk image, purchase decisions

PENULIS: Ida Maslakhah, Sutopo Sutopo

Kode Jurnal: jpmanajemendd170942