PENGARUH KEMASAN, MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SUSU SAPI BEST COW DI DESA AJUNG

This study aims to determine the effect of packaging, brand, and product quality on purchasing decisions for Best Cow cow's milk in Ajung Village. The type of research used is quantitative research and data collection techniques using observations, interviews and questionnaires to
100 respondents with purposive sampling technique. The analytical tools used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, T test, and R2 test. The results of testing the first hypothesis (H1) show that there is a significant influence between packaging on purchasing decisions with a significance level of 0.000 (p <0.05) for the second hypothesis (H2) indicating that there is a significant influence between brands on purchasing decisions with a significance level of 0.001 (p <0.05) and for the third hypothesis (H3) shows that there is a significant influence between product quality on purchasing decisions with a significance level of 0.000 (p <0.05). Thus it can be concluded that the independent variables (X1, X2, and X3) jointly affect the dependent variable (Y) the decision to purchase Best Cow milk in Ajung Village.