ANALISIS PENGARUH SIKAP KONSUMEN TERHADAP KEPUTUSAN MEMILIH SABUN MANDI BATANG LIFEBUOY DI KECAMATAN ILIR BARAT I KOTA PALEMBANG

ABDURRAHMAN, ABDURRAHMAN and Daud, Islahuddin and Eka, Dian (2013) ANALISIS PENGARUH SIKAP KONSUMEN TERHADAP KEPUTUSAN MEMILIH SABUN MANDI BATANG LIFEBUOY DI KECAMATAN ILIR BARAT I KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are to analyze the effect of consumer attitude toward consumers decision of Lifebuoy Soap. The method used is convenience sampling, therefore, from the total homogeny population, 100 respondents are taken as the sample. The analysis model used in this research is quantitative analysis and qualitative analysis. Research finding has shown 26,1% consumer attitude effects toward consumers decision partially and simultaneously. The most effective variable of consumer attitude toward the consumers decision are Affective and Conative, and only cognitive component does not have affected significantly toward the consumer decision. Because of that, PT Unilever Indonesia as producer of Lifebuoy Product has to take advantages of its strong components of consumer attitude to use it in the marketing strategy that applied all the strong components.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Consumers Attitude, Consumers Decision
Subjects:	H Social Sciences > HF Commerce > HF5387-5387.5 Business ethics H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	28 Apr 2021 05:18
Last Modified:	28 Apr 2021 05:18
URI:	http://repository.unsri.ac.id/id/eprint/46030

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