đ
19 December 2025
DOI: 10.58192/profit.v4i3.3751
Pengaruh Product Knowledge, Harga Produk, dan Product Packaging Design Terhadap Keputusan Pembelian Produk Parfum Cempaka
Profit: Jurnal Manajemen, Bisnis dan Akuntansi
Universitas Maritim AMNI
đ Abstract
The rapid growth in sales of body perfume products has resulted in competition among them. This competition has encouraged body perfume entrepreneurs to be more strategic in selling their products. The phenomena of body perfume sales experienced by the Cempaka company cannot be separated from the target market share. The body perfume business's market strategy is correlated with product knowledge, product price, and product packaging design to meet product usage innovations. This view shows that packaging has a more complex role than just a productive function, namely as a visual communication medium that can influence consumer perceptions of products and brands. The analysis used in this study was quantitative, with a sample of 96 respondents who were customers of Cempaka products and were drawn randomly through a site survey. Data collection was carried out using hypothesis testing and statistical tests using the SPSS program. The results of this study indicate that product knowledge, price, and product packaging design have a significant influence on purchasing decisions for Cempaka products.
đ Keywords
#purchasing decisions; body perfume; marketing strategy
âšī¸ Informasi Publikasi
Tanggal Publikasi
19 December 2025
Volume / Nomor / Tahun
Volume 4, Nomor 3, Tahun 2025
đ HOW TO CITE
Saputra, Iko; Haryanti, Intisari; Hamidah, Nur Khusnul, "Pengaruh Product Knowledge, Harga Produk, dan Product Packaging Design Terhadap Keputusan Pembelian Produk Parfum Cempaka," Profit: Jurnal Manajemen, Bisnis dan Akuntansi, vol. 4, no. 3, Dec. 2025.
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