IDENTIFIKASI FAKTOR KUALITAS DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN SIAP SAJI DALAM KEMASAN BOTOL PLASTIK: MODEL KUANTITATIF DENGAN METODE REGRESI LOGISTIK BINER

Abstract

The increasing number of ready to drink (RTD) products, including RTD products in plastic bottles will increase the number of plastic waste. Since the plastic labels are not economically feasible to be recycled, they will be burnt or dumped so that they could harm the environment. In order to solve this problem, it is required to determine whether consumers consider the design of packaging labels important when they purchase RTD products. Thus this research is conducted to identify quality and packaging factors of RTD products which have significant impact on consumers’ purchase decision. In this research, two quantitative models were developed based on the questionnaires distributed to two different consumer categories (given/not given education regarding environmental issue). The two models were develop by using binary logistic regression method. From the model developed for consumers in kelompok 1 (were given education), it is known that there are three factors affecting consumers purchase decision: the benefit of RTD, bottle’s shape, and  the completeness of information on the label. While for consumers in kelompok 2 (were not given education), three factors affecting purchase decision are the benefit of RTD, bottle’s shape and color of plastic label. Since consumers who have been given education before tend not to consider label’s design as one of the determining factors for their purchase decisions, therefore  the producers of RTD themselves, do not need to provide a large label covering the entire bottle. This will result in the reduction of the plastic label waste dumped into the land.