THE INFLUENCE OF PACKAGING, PRICE, AND BRAND LOYALTY TOWARDS PURCHASING INTENTION ( A STUDY CASE OF TAO KAE NOI )

Abstract

This research is analyze the influence packaging, price, and brand toward purchase intention of Tao Kae Noi at Cikarang area. The Independent variable of this research are packaging, price, and brand loyalty. The dependent variable is customer purchase intention. The method that researcher used is multiple regression also used primary data that has specific information collected by the. The hypothesis testing in this research using T-test also F-test. Researcher takes 100 samples of customers that purchase Tao Kae Noi. In this researcher used method of simple random sampling. The results showed that the packaging, price, and brand loyalty has influence toward purchase intention. Based on packaging variable, and brand loyalty variable, those variable have significant influence with customers purchase intention. As for price variable shows different result where the variable is not significant influence with purchase intention