PENGARUH ATRIBUT-ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN GREEN PRODUCT COSMETICS SARIAYU MARTHA TILAAR DI KOTA PADANG
Abstract: This objective of
this study is to determine the impact of product attributes on purchase
decision of Green Product Cosmetics Sariayu Martha Tilaar in Padang. The
population of this study was all females in Padang who have age between 20-49
years old and do not ever yet buy Sariayu cosmetics, but they know about its
product. Based on purposive sampling, 100 respondents were selected. To answer
the research question, binary logistic regression was used. The results of this
study showed that (1) there is no a significant influence of brand product on
purchase decision, (2) there is a significant that effect of product quality on
purchase decision, (3) product design has a significant influence on purchase
decision, (4) product label has no significant affect on purchase decision, and (5) there is no
significant influence of product packaging on purchase decision.
Penulis: KENSHI PONEVA YULINDO
Kode Jurnal: jpmanajemendd130659
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