The Influence of Product Quality and Price toward Purchasing Decision of Lifebuoy Toilet Soap (Case Study on Kelurahan Tlogosari Kulon Semarang)

Abstract

Toilet soap constitutes one of human principle commodity that is used everyday. This conditions brought consequence upon its demand, which is very high. In order to be able to win on market, and for gaining maximally profit, so then, Lifebuoy’s producer must previously known what factors that is influencing buying decision on consumer’s side, among other were product quality and price. Although Lifebuoy always became a winner on compact soap category championship (since 2005 to 2007, runner up in 2004), but its Total Satisfaction Score value experienced decrease by 0.41 on 2006, from 4.180 became 4.139. Notwithstanding its consumer satisfaction index on 2007 experienced increment compared 2006, but its consumer satisfaction index adequately fluctuate well since 2004 until 2007. Thus, purpose of this research could be stated for knowing how far product quality and price influenced toward buying decision of Lifebuoy toilet soap. Research type used here was explanatory research, or can be said as research that is explaining any relationship between research variables. Population in this research was all of consumers who used Lifebuoy toilet soap, that is resident in Pedurungan Sub-District, specifically who lived on Kelurahan Tlogosari Kulon. Sampling method in this research was area sampling. Data collection was done through questioner dissemination and literature study. Questioner tests used validity, reliability, and hypothesis tests, through t-test, F-test and determination coefficient.