PENGARUH KEMASAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SIRUP CAP MAWAR (Studi Kasus Pada Masyarakat Gampong Raya Tambo Kabupaten Bireuen)

Abstract

The increasing competition in the beverage industry requires businesses to implement effective marketing strategies to influence consumers' purchasing decisions. Packaging and promotion are considered important factors that can affect consumers' buying decisions. This study aims to analyze the effect of packaging and promotion on purchasing decisions for Sirup Cap Mawar in Gampong Raya Tambo, Bireuen Regency. This research employed a quantitative approach with an explanatory research design. The sample consisted of 96 respondents selected using accidental sampling. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that packaging has a positive and significant effect on purchasing decisions (t = 3.655; p < 0.05), while promotion has a positive and significant effect with a more dominant influence (t = 12.662; p < 0.05). Simultaneously, packaging and promotion significantly affect purchasing decisions (F = 226.924; p < 0.05). The coefficient of determination (R²) of 0.830 indicates that 83.0% of the variation in purchasing decisions is explained by packaging and promotion, while the remaining 17.0% is influenced by other factors. Therefore, improving packaging quality and implementing effective promotional strategies can increase consumers' purchasing decisions for Sirup Cap Mawar.