ANALISIS PERPINDAHAN MEREKHAND&BODY LOTION PADA KONSUMEN WANITA (STUDI KASUS PADA MAHASISWI FAKULTAS FARMASI UGM)
Technological development has always increased in the cosmetic industry in particular Hand&Body Lotion. A wide range of brand and varians of Hand&Body Lotion spread across the market in Indonesia. This will be a threat for producers of Hand & Body lotion for consumer brands to make the s...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/98910/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55103 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Technological development has always increased in the cosmetic industry
in particular Hand&Body Lotion. A wide range of brand and varians of
Hand&Body Lotion spread across the market in Indonesia. This will be a threat
for producers of Hand & Body lotion for consumer brands to make the switching
easily. For that, manufacturers must innovate constantly to anticipate the
dynamics of consumer wants and needs. The cause of the displacement of brands
such as dissatisfaction, the desire of variety and the influence of promotion.
This type of research is to study the associative link between customer
dissatisfaction, needs to find variations and the influence of promotion on brand
Hand&Body Lotion. Location of research conduct at the faculty of Pharmacy
UGM with sample student who is doing her Strata 1 (S1), Pharmacist and Master
(S2) as many as 200 people. Determination techniques in non-probability sample
used is purposive or criterion based sampling, the students of Faculty of Pharmacy
and the use of Hand & Body Lotion for 6 month. Data retrieval methods used are
questionnaires. The analytical method used is multiple regression method, where
Y is the displacement of brand, X is the dissatisfaction of consumers (X1), the
desire of variety (X2) and the influence of promotion (X3). The results of the
regression equation becomes:
Y = -1,551 + 0,182X1 + 0,189X2 + 0,215X3
The equal can be interpreted that the consumer is dissatisfaction, needs to
find the variety of products and promotional products significantly influence the
decision on brand switching Hand & Body Lotion (p<0,05). Promotion variables
have the most impact on brand switching by consumers decision between the
other independent variables under study is equal 0,215. Then a row is a variable
desire for a variation of 0,189 |
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