ANALISIS PENGARUH PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SHAMPO CLEAR

Sari

Problem of the study in this research are: (1) Do the factor of cultural, social, personal and psychological affect the customers’ purchasing decision of a certain product (shampoo) simultaneously? (2) The effect of cultural, social, personal and psychological factor, partially, toward the shampoo purchasing decision.
The theory which was used in this studywas Management of Marketing toward Consumer’s Behavior. This study used the quantitative approach. It was done in PT. Unilever, branch office Pangkalan Bun (Case Study). The technic of data collection is distributing the questionnaires to the correspondents. This study took
100 consumers in Pangkalan Bun who used product “Clear Shampoo” as the population. The data of this study was collected by interview, questionnaire and documents. The hypothesis testing used analysis of multiple linear regression, F- Test (simultaneous) and T-Test (Partial), to know the effect of the independent variable toward the dependent variable simultaneously and partially in the 95% (α=0,05) level of trust.
The result of this study showed that the consumers’ behavior which consists of cultural, social, personal and psychological factor simultaneously, gave significant effect toward the purchasing decision of a certain product (Clear Shampoo). Partially, there was only one independent variable that is personal factor in which the t value (t=0,011) < t table (t=1,980). It means that the variable of personal factor does not have any effect toward the customers’ purchasing decision of the product “Clear Shampoo”.
The suggestion got from this study is to keep and improve the superiorities which are owned by the products so that they can be much better products