Pengaruh Desain Kemasan terhadap Impulsive Buying pada Konsumen Chatime Hermes Place Polonia Medan.

Abstract

Competition happens at this moment is not just about the price, but competition on packaging design. One of the indications towards the purchase of a product is the packaging design. Packaging design is a creative business that associates the shape, structure, material, color, imagery, typography, and design elements with product information for the product to be marketed. This research aims to determine how much influence the design of the packaging against impulsive buying. The population of this research is that consumers Chatime Hermes Place Polonia Medan, samples taken by 100 respondents using non-probability sampling with a sampling technique uses accidental sampling is a sampling to consumers who incidentally make a purchase at Chatime Hermes Place Polonia and purposive sampling sampling with considerations / on certain criteria. The test results obtained by the significant value of 0.000 using 0:05 significantly limit the significant value of less than 0.05 (0.000 <0.05) in the direction of a positive coefficient. Thus is obtained that the hypothesis that packaging design has a significant positive effect on Impulsive buying is acceptableBased on simple linear regression if the result is increased packaging design variable one, then Impulsive buying on Chatime consumers will increase by 0.418. Based on the coefficient of determination concluded that the effect caused by the design variables of the Impulsive buying Chatime by 35.2% and the remaining 64.8% is influenced by other variables that are not described in this regression model.