Studi Perbandingan Faktor Pengambilan Keputusan Pembelian Sabun Mandi Kategori Sabun Kecantikan dan Sabun Kesehatan yang Dipengaruhi Oleh Faktor Sosial, Pribadi, dan Psikologis di Pekanbaru

Abstract

This research aimed to analyze different in consumer decision factor in buying soap and soap beauty soap category health is influenced by social factors, Personal and Psychological. This research used purposive sampling technique then selected 100 people sampled. Analysis method used in this research is descriptive method kuantitative, analysis of different test (Test of Two Different Samples Not Associated with SPSS version 17.0). From the results of testing that has been done, test the Independent Samples T test showed that there are significant differences in the consumer's decision to buy soap and soap beauty soap category of health are influenced by social, personal, and psychology. Of the three variables that had a significant difference is the social factor. It can be seen from t count 9.666> 1.984 and P value 0.000 <0.05.