PENGARUH KEMASAN, KUALITAS, MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SAMPO PANTENE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SUMATERA UTARA
Abstract: This research aims
to determine and analyze the influences packaging, quality, branding and price
for purchasing decision of shampoo Pantene on Faculty of Economic University of
North Sumatera’s students.
Sampling technique using a purposive sampling method. With target of 97
population are Faculty of Economic University of North Sumatera’s students who
had purchased and using shampoo Pantene. This research using data by
questionnaire and documentation. Measured data using Likert scale. Data
processing with hypothesis testing using linier regresion analysis.
The results of this research showed quality and branding have a positive
and significant effect for purchasing decision of shampoo Pantene on Faculty of
Economic University of North Sumatera’s students but packaging and price have a
positive but not significant effect for purchasing decision of shampoo Pantene
on Faculty of Economic University of North Sumatera’s. Rated R sequare = 59,6%
mean that relation of variabel tight enough.
Penulis: windi yulisa
zulkarnain, ulfah
Kode Jurnal: jpmanajemendd130594
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