| dc.description.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. | en_US |
