The Effect of Crystal Herbal Beverages Characteristics on Consumers’ Buying Decision of Company “X” in The Special Region of Yogyakarta

This research aimed to investigate the characteristics of instant herbal beverages (i.e. taste, aroma, colors, ingredients, shelf life, and packaging) produced by Company X. In addition, effects its on X customers' decisions buy product in Special Region Yogyakarta was also studied. conducted from March - June 2022. study used statistics descriptive method. The data were then collected using questionnaires. total sample this 40 people. They selected a convenience sampling technique who live Yogyakarta. analyzed multiple linear regression analysis results showed that taste moderate category. Meanwhile, color, packaging, decision good Simultaneously, packaging significantly affected consumers' 57,8%. Partially, life buying