Open AccessInfluence of Packaging Design, Promotion and Brand Image on Consumer Buying Interest (Study Case of Consumers Glek-Glek Tea Nganjuk)
Author(s) -
Ratingtyas Nur Romadhona,
I Nyoman Sudapet,
Hamzah Denny Subagio
Publication year - 2018
Publication title -
ijieeb (international journal of integrated education, engineering and business)
Language(s) - English
Resource type - Journals
ISSN - 2615-1596
DOI - 10.29138/ijieeb.v1i2.762
Subject(s) - brand image , promotion (chess) , advertising , business , variables , population , marketing , value (mathematics) , mathematics , statistics , sociology , demography , political science , politics , law
This study aims to determine the effect of packaging design, promotion and brand image on consumer buying interest in NganjukGlek-Glek Tea. The population used in this study were consumers of Glek-Glek Tea Nganjuk with 100 respondents. The data analysis method used is multiple linear regression analysis. The results of the analysis show that simultaneously the packaging design, promotion and brand image variables have a significant effect on consumer buying interest, this is evidenced by the significance value of 0,000 or less than 0.05 and F 127,634> ft. 1.98. The results of the analysis partially indicate that the variable promotion of significance value 0.002 0.50 which means does not significantly influence buying interest.