DEMAND ANALYSIS OF COSMETIC PRODUCTS IN SARI AYU MARTHA TILAAR PEKANBARU

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.