PENGARUH KEMASAN SACHET TERHADAP VOLUME PENJUALAN NESTLE MILO DI TEMBILAHAN

Abstract

The purpose of this research is to know the effect of packaging on Nestle Milo sales volume in Tembilahan and also to know the factors that influence the packaging and sachets and sales volume of Nestle Milo in Tembilahan. while the type of data used is quantitative and qualitative data, while the data sources obtained are primary data sources and secondary data. This research is done in Tembilahan and as the object of research is consumer who buy Nestle Milo product in Tembilahan. In addition, data collection techniques in this study using interviews, questionnaires and literature study. The population used is consumers who purchase Nestle Milo products and the number of sample research is 100 people. Data analysis used is SPSS Version 18,0 for Windows, while the analysis tool used is: instrument test, assumption test of classic, multiple linear regression analysis and hypothesis test. Based on the calculation results obtained by multiple regression equation is Y = 20,732 + 1,002X1 - 0,444X2 - 0,336X3 - 0,024X4. By using hypothesis test through test of coefficient of determination (R2) in earn result 0,566 or 56,6%% variable of sales volume influenced by empata variable of explanation that is brand, size, shape and label which is variable from packing. The remaining 43.4% is influenced by other variables that are not synchronized in this research variable.