Pengaruh Desain Kemasan, Daya Tarik Iklan dan Persepsi Harga terhadap Minat Beli Konsumen Biskuit Oreo di Trasmart Tegal

Abstract

The company uses a marketing strategy that includes airing their brand's advertisements on television, including for Oreo cookie products. This research aims to investigate the impact of packaging design, advertising attractiveness, and price perceptions on consumer purchasing interest. The research method used is a survey via a questionnaire given to respondents who are a sample of the target population. This research focuses on analyzing the relationship between the independent variables (packaging design, advertising attractiveness, and price perception) and the dependent variable (consumer buying interest). From the research results, it appears that consumers tend to have higher purchasing interest in products when they have a price perception that matches the value they feel from the product. The quantitative approach used in this research focuses on positivistic data (concrete data) which is measured numerically and analyzed using statistical tools to conclude the results of the problem under study. The population of this research is customers who buy Oreo brand biscuits at Transmart Tegal. The sample was selected using the Arikunto formula, taking 25% of the population of 380 people, so that the sample taken was 95 respondents. Data collection was carried out through filling out questionnaires by respondents. The data analysis technique uses multiple linear tests. The results of the research show that packaging design has a significant influence on interest in buying Oreo biscuits, while advertising attractiveness and price perception also have a significant influence on interest in buying Oreo biscuits at Transmart Tegal.