Faktor-faktor Yang Mempengaruhi Keputusan Konsumen Dalam Melakukan Pembelian Sabun Pembersih Wajah Merek Pond’s (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau )

Yulianti, Reni (2020) Faktor-faktor Yang Mempengaruhi Keputusan Konsumen Dalam Melakukan Pembelian Sabun Pembersih Wajah Merek Pond’s (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau ). Other thesis, Universitas Islam Riau.

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Abstract

his study aims to determine the effect of products, prices, and advertising on the decision to purchase pond’s brand facial cleansing soap at the Faculty of Economics UIR T. A 2018. The sampling method uses accidental sampling, the sample of this study consisted of 70 students. Data collection was carried out using a questionnaire distributed to respondents. The data analysis technique used is multiple linear regression. The results of multiple regression data analysis indicate that the product, price, and advertising have a significant effect on consumers' decisions in purchasing pond’s facial cleansing soap. The coefficient of determination (R2) of 0.586 means that the product, price, and advertising factors can explain the dependent variable that is 58.6% while the remaining 41.4% is explained by causes outside the model.

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