PENGARUH PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN WARDAH LIGHTENING GENTLE WASH JAMBI PRIMA MALL DI KOTA JAMBI

Zyo Karnain, Zyo Karnain (2021) PENGARUH PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN WARDAH LIGHTENING GENTLE WASH JAMBI PRIMA MALL DI KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Zyo Karnain / 1500861201232 / 2021 / Batanghari University / Faculty of Economics / Marketing Management / The Influence of Consumer Perceptions on Purchasing Decisions of Wardah Lightening Gentle Wash Products in Jambi Prima Mall, Jambi City. / Advisor 1 st Pupu Sopini, S.E., M.M. / Advisor 2 nd Denny Asmas, SE, M.Si. Marketing Management is a part of the system that is a top priority for enterprise management performance. For a company marketing activities is very important, because marketing is very full role for all activities of the company. Consumers are every user of goods or services that available in the community. Perception is defined as the process that individuals use in managing and interpreting their senses in order to give meaning to their environment. Consumer perception is closely related to consumer purchasing decisions. Limited information, money and time to making purchasing decisions of a consumer is strongly influenced by the perception of a product that is in their right. It is important for companies to understand how their consumers decide their purchases, in order to influence those purchase decisions. So every company must have powerful and different strategies, in order to influence consumer purchasing decisions about their products. Wardah is one of halal and safe cosmetics produced by PT. Paragon Technology and Innovation. It is proven that the product has a halal certificate from the POM MUI LP institution and is safe because it uses high quality raw materials and of course has a registration number issued by the Ministry of Health of the Republic of Indonesia. PTI until now has had 29 Distribution Centers (DC) throughout Indonesia with more than 4,500 employees. Based on the results of the T test, it can be known that consumer perception has a significant influence on purchasing decisions on Wardah Lightening Gentle Wash products to visitors of Jambi Prima Mall Jambi City. This is based on the results of the study with a calculated T value of 1,524 greater than the T table of 0.207. It is expected on the side of Wardah Cosmetics in order to maintain the level of quality, benefits and usefulness of Wardah Lightening Gentle Wash Products because it can provide an excellent perception for visitors of Jambi Prima Mall who use it. Based on the results of the study, it is known that consumer perception about the selling area of wardah Lightening Gentle Wash products got a high score of 426. Therefore, the company must maintain its selling area to continue to be widespread in order to be easily found by consumers. And for the variety of wardah Lightening Gentle Wash product types it is recommended that the gel to be more colorful because it gets a low score of 224.

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