Abstract:
The research was conducted in the city of Pekanbaru to consumer
products Sari Ayu Martha Tilaar. This study aims to determine the factors that
influence the level of demand for cosmetic products Sari Ayu Martha Tilaar in
Pekanbaru.
The population numbered 250,266 people and a sample of 100 people was
determined by the method Slovin. The data used in the Secondary and Primary
Data obtained from PT. SAI-PKU, the Central Statistics Agency (BPS) Riau and
questionnaires. The analysis method used is descriptive analysis using ordinal
scale (Likert Scale) to classify the measured variables in order to avoid errors in
determining the outcome of the data.
The results showed that the partial variable consumer tastes which
consists of the brand, quality, ekpetasi future, packaging and labels, the price of
the item itself and the price of other goods greatly affect the city of Pekanbaru in
selecting cosmetic products Sari Ayu as cosmetic tools they use. While consumer
income variable does not affect the demand for cosmetic products Sari Ayu
Martha Tilaar In the city of Pekanbaru.
Based on these results it is suggested to the company to keep menajaga
value of brand equity, quality, reasonable prices and promotions are always held.
Besides, it is also expected the company to expand sales outlets Sari Ayu products
so consumers have no difficulty in finding the products they are looking for. Thus,
consumer loyalty to cosmetic products Sari Ayu will remain intact.
