Analysis of the Effect of Halal Products, Packaging, Motivation, Price and Brand Image on Purchase Decisions, and its Implications on Repurchase of Multivitamin Redoxon in the New Normal Era After the Covid - 19 Pandemic in DKI Jakarta


Authors : Darlius, S.E.; Dr. Mirza, S.T., M.M

Volume/Issue : Volume 8 - 2023, Issue 2 - February

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3Sf9zuI

DOI : https://doi.org/10.5281/zenodo.7659260

This study aims to analyze the influence of halal products, packaging, motivation, price and brand image on the consumer's purchase decision and the implications for repurchasing multivitamin R edoxon. In this study there are five independent variables namely Halal Products, Packaging, Motivation, Price and Brand Image and the dependent variables are purchase decision dan and repurchase. Data collection was carried out by distributing questionnaires to the research sample. The samples in this study were 120 people who were consumers of redoxon multivitamins located in DKI Jakarta. Based on the analysis and testing of the hypothesis, it was found that the purchase decision of Redoxon multivitamins in DKI Jakarta was significantly influenced by product halalness, packaging, and motivation, while the effect on price and brand image was not significant. Furthermore, consumption decisions have a significant positive effect on Redoxon multivitamin repurchasing in DKI Jakarta.

Keywords : Halal Products, Packaging, Motivation, Price, Repurchase, and Purchase Decision.

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29 - February - 2024

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