Pengaruh merk, rasa, harga, desain kemasan, dan kemudahan memperoleh terhadap pembelian mi instan di Yogyakarta (Studi kasus pada Mahasiswa Universitas Pembangunan Nasional (UPN) Veteran Yogyakarta)

Oleh :
Christian Yudho Sulistyo - S4106060 - Sekolah Pascasarjana

ABSTRACT The purpose of this study were: (1) to know whether factor of brand; taste; price; packaging design; and easy to get were influence students in instant noodle purchase, (2) to know what factor among brand; taste; price; packaging design; and easy to get were significantly influence most dominantly toward instant noodle purchase by students In this study population which be used were students in Universitas Pembangunan Nasional (UPN) “Veteran” Yogyakarta which consist of 100 samples. Technique used to collect sample was Purpossive Convenience Sampling. This study was taken with survey method and data collection by questionnaire with measurement in Likert Scale (Interval) The analysis tools used in this study was Multiple Linear Regression with instant noodle purchase (Y) as dependent variable, and factor of brand (X1); taste (X2); price (X3); packaging design (X4); and easy to get (X5) as the independent variables. From the result of t test was found that factor of brand; taste; price; packaging design; and easy to get had significantly influence toward instant noodle purchase. Then from F test could be concluded that factor of brand; taste; price; packaging design; and easy to get were together significantly influence toward instant noodle purchase by students. And brand factor was significantly the most dominant factor which influence toward instant noodle purchase by students. From the result of t test of Indofood instant noodle product was found that factor of brand (X1); packaging desain (X4); easy to get (X5) had significantly influence toward instant noodle purchase. Then from F test could be concluded that factor brand; taste; price; packaging design; and easy to get were together significantly influence toward instant noodle purchase. From the result of t test of wingsfood instant noodle product was found that factor of price (X3) had significantly influence toward instant noodle purchase. Then from F test could be concluded that factor brand; taste; price; packaging design; and easy to get were together significantly influence toward instant noodle purchase. Keywords: brand, taste, price, packaging design, easy to get, and instant noodle purchase