ANALISIS PENGARUH CITRA PRODUK, HARGA JUAL DAN DESAIN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN VCO DI APOTEK MATAHARI

The aims of this study were to know the partial and simultantinfluence of product image, product price and packaging to purchase decision of herbal medicine VCO. The design of this study was a case study using the primary data. The population of this study were the consumers of Matahari Pharmacy. The sample size was 69 respondents.The sample was chosen using non-probability sampling. Data was collected by interviewing and distributing questionairs. The data was analysed using multiple linear regression. The research found that the product image and product packaginghad a significant influence to the purchase decision of herbal medicine VCO, while the product price had no significant influence to the purchase decision of herbal medicine VCO. Simultaneously, product image, product price and product packaginghad significant influence to purchase decision of herbal medicine VCO.