Pengaruh Product Knowledge, Harga Produk, dan Product Packaging Design Terhadap Keputusan Pembelian Produk Parfum Cempaka
DOI:
https://doi.org/10.58192/profit.v4i3.3751Keywords:
purchasing decisions, body perfume, marketing strategyAbstract
The rapid growth in sales of body perfume products has resulted in competition among them. This competition has encouraged body perfume entrepreneurs to be more strategic in selling their products. The phenomena of body perfume sales experienced by the Cempaka company cannot be separated from the target market share. The body perfume business's market strategy is correlated with product knowledge, product price, and product packaging design to meet product usage innovations. This view shows that packaging has a more complex role than just a productive function, namely as a visual communication medium that can influence consumer perceptions of products and brands. The analysis used in this study was quantitative, with a sample of 96 respondents who were customers of Cempaka products and were drawn randomly through a site survey. Data collection was carried out using hypothesis testing and statistical tests using the SPSS program. The results of this study indicate that product knowledge, price, and product packaging design have a significant influence on purchasing decisions for Cempaka products.
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