Persepsi Visual Pada Kemasan Rokok Untuk Membeli Rokok Pada Pemuda Desa Pesikaian Kecamatan Cerenti Kabupaten Kuantan Singingi

The purpose of this study was to determine how the effect of visual perception of images on cigarette packaging on buyer behavior in Pesikaan Village youth. This type of research is classified as a correlational study by determining the sample from the smoking population in Pesikaan Village. Data by type and source are primary data and secondary data with data collection techniques through observation questionnaires, and documentation. In this study, the model and data analysis technique used a linear regression analysis approach. Based on the results of the study, it was concluded that there was an effect of visual perception of images on cigarette packaging on buyer behavior in Pesikaan Village youth which was proven by the regression coefficient value of 0.16%. Based on hypothesis testing with t test, there is a tcount of 3.220 which means tcount = 3.220>ttable = 1.992 which means that there is a significant influence between the visual perception variable of cigarette packaging on buyer behavior in youth in Pesikaan Village. Meanwhile, the value of the determinant coefficient (R Square) is . 178 is in the weak category. This means that the effect of visual perception of images on cigarette packaging on buyer behavior in Pesikaan Village youth is 16% while the remaining (100% - 16% = 84%) is influenced by other variables outside of the visual perception variable