Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH DESAIN KEMASAN, PROMOSI DAN PERSONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN PADA UD KOPI BUBUK LAHARPANG

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  • Cholin Jeey Panangsang,
  • Edi Murdiyanto,
  • Rafikhein Novia Ayuanti
Cholin Jeey Panangsang
Manajemen, Fakultas Ekonomi, Universitas Islam Kadiri
Edi Murdiyanto
Manajemen, Fakultas Ekonomi, Universitas Islam Kadiri
Rafikhein Novia Ayuanti
Manajemen, Fakultas Ekonomi, Universitas Islam Kadiri

Published 2026-09-01

Keywords

  • Desain Kemasan,
  • Promosi,
  • Personal Branding,
  • Keputusan Pembelian

How to Cite

PENGARUH DESAIN KEMASAN, PROMOSI DAN PERSONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN PADA UD KOPI BUBUK LAHARPANG. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://journal.cib.institute/index.php/musytari/article/view/3677

Abstract

This study aims to determine and analyze the effect of packaging design, promotion, and personal branding on purchasing decisions at UD. Kopi Bubuk Laharpang, both partially and simultaneously. This study is motivated by the increasingly competitive coffee industry, which requires businesses to implement effective marketing strategies to increase consumer purchasing decisions. This study employed a quantitative approach with a causal research design. The population consisted of all consumers of UD. Kopi Bubuk Laharpang. The sample size was determined using the Lemeshow formula, resulting in 384 respondents. The sampling technique used was accidental sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination with the assistance of SPSS. The results showed that packaging design had a positive and significant effect on purchasing decisions, with a t-value of 3.461 and a significance value of 0.005. Promotion had a positive and significant effect on purchasing decisions, with a t-value of 3.458 and a significance value of 0.000. Personal branding also had a positive and significant effect on purchasing decisions, with a t-value of 2.450 and a significance value of 0.000. Simultaneously, packaging design, promotion, and personal branding had a positive and significant effect on purchasing decisions, with an F-value of 112.852 and a significance value of 0.000. The coefficient of determination (R Square) of 0.880 indicates that 88% of purchasing decisions can be explained by packaging design, promotion, and personal branding, while the remaining 12% is influenced by other factors outside the scope of this study. Based on these findings, it can be concluded that packaging design, promotion, and personal branding are important factors influencing consumer purchasing decisions at UD. Kopi Bubuk Laharpang. Therefore, the company should maintain and improve its packaging design quality, promotional effectiveness, and personal branding to increase consumer purchasing decisions.
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