Pengaruh Brand Image, Packaging, dan Location terhadap Keputusan Pembelian Paket Nasi Cheese Buldak di FamilyMart Cabang Cut Mutia, Kota Bekasi

Savitri, Elva (2026) Pengaruh Brand Image, Packaging, dan Location terhadap Keputusan Pembelian Paket Nasi Cheese Buldak di FamilyMart Cabang Cut Mutia, Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The increasing competition in the convenience store business in Indonesia has encouraged companies to understand the factors that influence consumer purchasing decisions. Brand image, packaging, and location are some of the factors that can influence consumer purchasing decisions for a product or outlet. This study aims to analyze the influence of brand image, packaging, and location on the purchasing decision of Nasi Cheese Buldak packages among consumers at FamilyMart Cut Mutia Bekasi Branch. This study uses a quantitative method with a descriptive and verification approach. Data were obtained by distributing questionnaires to 100 respondents selected using a purposive sampling technique. Data analysis was performed using the IBM SPSS Statistics version 32 application with multiple linear regression analysis. The results showed that brand image, packaging, and location partially and simultaneously had a positive and significant effect on purchasing decisions with a calculated t value of 3.491 and Sig. 0.001. Packaging had a positive and significant effect with a calculated t value of 3.990 and Sig. 0.000. Location had a positive and significant effect with a calculated t value of 5.035 and Sig. 0.000. Simultaneously, Brand Image, Packaging, and Location have a positive and significant effect on purchasing decisions with a calculated F value of 78.975 and Sig. 0.001. The Adjusted R Square value of 0.703 indicates that the three variables are able to explain 70.3% of the variation in purchasing decisions, while 29.7% is explained by other factors outside the study. This shows that the better the brand image, packaging, and location owned by FamilyMart, the higher the consumer purchasing decision.

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