ANALISIS DESKRIPSI KEMASAN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN TRADISIONAL PRODUK CIHANJUANG DI KOTA BANDUNG

• Main Author: Annisa Purnama Sari, - (Author)
• Format: Book
• Published: 2020-07-28.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/57383/1/S_MIK_1601425_Title.pdf; http://repository.upi.edu/57383/2/S_MIK_1601425_Chapter1.pdf; http://repository.upi.edu/57383/3/S_MIK_1601425_Chapter2.pdf; http://repository.upi.edu/57383/4/S_MIK_1601425_Chapter3.pdf; http://repository.upi.edu/57383/5/S_MIK_1601425_Chapter4.pdf; http://repository.upi.edu/57383/6/S_MIK_1601425_Chapter5.pdf; http://repository.upi.edu/57383/7/S_MIK_1601425_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; L Education (General)

Penelitian ini mengenai minuman tradisional sunda dimana terfokus pada salah satu produsen minuman tradisional sunda yaitu produk cihanjuang yang merupakan perusahaan CV Cihanjuang Inti Teknik (Cintek) yang berada di Kota Cimahi. Produk pertama yang dibuat perusahaan ini adalah minuman bandrek dan bajigur. Namun seiring berjalannya waktu, berinovasi dengan menciptakan varian lain yaitu Sekoteng, Teh Bandrek, Bajigur, Kopi Bajigur, Kopi Bandrek, Bandrek Spesial, Coklat Bandrek dan Beas Cikur. Selain itu, penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kemasan terhadap keputusan pembelian pada minuman tradisional prouk cihanjuang. Metode yang digunakan adalah mix methode yaitu penggabungan antara metode kuantitatif dan kualitatif, dengan pengumpulan data melalui kuesioner, wawancara, studi literatur dan studi. Hasil penyebaran kuesioner dalam penelitian ini menunjukan bahwa berdasarkan uji hipotesis secara simultan pengaruh kemasan terhadap keputusan pembelian pada minuman tradisional produk cihanjuang. Selain itu adanya wawancara terhadap produsen minuman tradisional sunda dan produsen produk cihanjuang untuk mendapatkan data gastronomi dalam minuman tradisional. Kata Kunci : Kemasan, Keputusan Pembelian, Produk Cihanjuang. ABSTRACT This research is about Sundanese traditional drinks which is focused on one of Sundanese traditional beverage producers, namely Cihanjuang products which is a company of CV Cihanjuang Inti Teknik (Cintek) located in Cimahi City. The first product the company made was bandrek and bajigur drinks. But over time, innovating by creating other variants, namely Sekoteng, Bandrek Tea, Bajigur, Bajigur Coffee, Bandrek Coffee, Special Bandrek, Chocolate Bandrek and Beas Cikur. In addition, the research aims to determine how much the influence of packaging on purchasing decisions on traditional drinks is the food. The method used is a methode mix that is a merger between quantitative and qualitative methods, with collection of data through questionnaires, interviews, literature studies and studies. The results of the survey spread in the study showed that based on the simultaneous hypothesis test the effect of packaging on the purchase decision on the traditional beverage products. In addition there is an interview on the producers of traditional Sundanese drinks and manufacturers of products to get gastronomic data in traditional drinks. Keywords: packaging, buying decisions, products of Cihanjuang.