PENGARUH DESAIN KEMASAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Produk Air Demineral Cleo di Kecamatan Rungkut, Kota Surabaya)

This study aims to analyze the influence of packaging design and brand image on consumer purchase decisions for Cleo demineralized water products in Rungkut District, Surabaya City. The research employed a quantitative method with purposive sampling technique involving 100 respondents aged 19-40 years who had purchased Cleo products. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression with SPSS. The results showed that packaging design had a positive and significant effect on purchase decisions (t-value 2.681 > t-table 1.984; sig. 0.009 < 0.05), brand image had a positive and significant effect on purchase decisions (t-value 9.998 > t-table 1.984; sig. 0.000 < 0.05), and packaging design and brand image simultaneously had a significant effect on purchase decisions (F-value 137.507 > F-table 3.090; sig. 0.000 < 0.05) with a contribution of 73.9% (Adjusted R² = 0.739). These findings provide strategic implications for companies to optimize packaging design and strengthen brand image in enhancing consumer purchase decisions.