Murniati, Murniati (2025) Hubungan Antara Persepsi Aroma Parfum Terhadap Pengambilan Keputusan Membeli Pada Konsumen. Other thesis, Universitas Islam Riau.

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Abstract

Decision-making in purchasing a perfume is not an easy task for consumers, as it depends on how much the perception of the perfume's aroma influences them. Several studies explain that the perception of a perfume's aroma is a variable that can affect the decision-making process in purchasing. The purpose of this study is to examine the relationship between the perception of perfume aroma and the purchasing decision of consumers. The population of this study consists of all consumers who come to purchase perfume at Toko Murni Parfum Rupat. Data were collected using a perfume aroma perception scale and a consumer purchasing decision scale, with the sample taken using accidental sampling technique. The analysis technique used is the Pearson Product Moment correlation test. Based on the analysis results, there is a relationship between the perception of perfume aroma and the purchasing decision, with a correlation value (r) of (0.278) and a significance value (p) of (0.005) (p<0.05). Therefore, it can be concluded that the hypothesis in this study is accepted, meaning there is a positive and significant relationship between the perception of perfume aroma and the purchasing decision of consumers. The effective contribution of fragrance perception to the purchasing decision-making of consumersnis 7,7%.

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