PENGARUH DIFERENSIASI PRODUK, MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT DI SURABAYA
Abstract
Variable product differentiation, brand, price and promotion give a greatly influence on purchasing
decisions of consumers. This research aims (1) To determine the effect of product differentiation on consumer
purchasing decisions of pepsodent toothpaste products in Surabaya (2) To determine the effect of brand on
consumer purchasing decisions of pepsodent toothpaste products in Surabaya (3) To determine the effect of price on
consumer purchasing decisions of pepsodent toothpaste products in Surabaya (4) To determine the effect of
promotions on consumer purchasing decisions of pepsodent toothpaste products in Surabaya.
This research was conducted on people in Surabaya who become the consumer of pepsodent toothpaste
products, determination of sample is 125 respondents. This research used Regresi Linier Berganda Analysis
Results showed a positive effect of product differentiation on consumer purchasing decisions, brand give a
positive influence to the purchasing decisions of consumers, prices have a positive effect on consumer purchasing
decisions, and promotion give positive influence to the consumers' purchasing decisions.
In the company, the owners of the company are expected to be able to implement product differentiation,
brand, price and promotion on every product manufactured because, with so will affect consumers in making
purchasing decisions and use the company's products, and can increase the profitability of the company.
decisions of consumers. This research aims (1) To determine the effect of product differentiation on consumer
purchasing decisions of pepsodent toothpaste products in Surabaya (2) To determine the effect of brand on
consumer purchasing decisions of pepsodent toothpaste products in Surabaya (3) To determine the effect of price on
consumer purchasing decisions of pepsodent toothpaste products in Surabaya (4) To determine the effect of
promotions on consumer purchasing decisions of pepsodent toothpaste products in Surabaya.
This research was conducted on people in Surabaya who become the consumer of pepsodent toothpaste
products, determination of sample is 125 respondents. This research used Regresi Linier Berganda Analysis
Results showed a positive effect of product differentiation on consumer purchasing decisions, brand give a
positive influence to the purchasing decisions of consumers, prices have a positive effect on consumer purchasing
decisions, and promotion give positive influence to the consumers' purchasing decisions.
In the company, the owners of the company are expected to be able to implement product differentiation,
brand, price and promotion on every product manufactured because, with so will affect consumers in making
purchasing decisions and use the company's products, and can increase the profitability of the company.
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