THE FACTORS OF PRODUCT’S ATTRIBUTES ANALYSIS OF POND’S WHITENING (Study on Female Student College of Lampung University)

0616051044, NURAINI THE FACTORS OF PRODUCT’S ATTRIBUTES ANALYSIS OF POND’S WHITENING (Study on Female Student College of Lampung University). Digital Library.

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Abstrak

ABSTRACT THE FACTORS OF PRODUCT’S ATTRIBUTES ANALYSIS OF POND’S WHITENING (Study on Female Student College of Lampung University) By NURAINI The existence of face complexion whitening products lately, interested female college students to make clean and white complexion that can improve their appearance to be more beautiful and stunning. One of face complexion whitening product is Pond’s. Consumer decides to purchase one product caused by it’s attributes product offered. Because of those, the researcher want to find out the factors contribution of product attributes consist of price, packaging, and the quality of Pond’s face complexion whitening. The type of the research is descriptive verificative research. Meanwhile, the population of this research is female college student of Lampung University who use Pond’s face complexion whitening. The research sample was obtained using 80 respondents. Sample taking technique using purposive sampling, while data collecting was done through questionnaires. The data analysis using factor analysis. Based on the result of factor analysis test, knowing that there are 12 indicators that form 3 factors. Product quality becomes the first factor with the variant contribution is 26,821% with deputizing value 4,168. The second factor is packaging with variant contribution is 19,358% with deputizing value 1,851. The third factor is price with variant contribution is 17,817% with deputizing value 1,682. Keyword: Product attribute ABSTRAK ANALISIS FAKTOR ATRIBUT PRODUK PEMUTIH WAJAH POND’S (Studi Pada Mahasiswi Universitas Lampung) Oleh NURAINI Adanya produk pemutih wajah menarik minat mahasiswi untuk memiliki kulit yang bersih dan putih yang akan membuat penampilan menjadi lebih cantik dan mempesona. Salah satu produk pemutih wajah yang banyak diminati oleh konsumen adalah produk pemutih wajah Pond’s. Konsumen membeli suatu produk dikarenakan produk tersebut mampu menawarkan atribut produk yang terbaik. Oleh karena itu, peneliti ingin mengetahui besarnya kontribusi faktor atribut produk yang terdiri dari harga, kemasan dan kualitas pada konsumen pemutih wajah Pond’s. Tipe penelitian yang digunakan adalah penelitian deskriptif verifikatif. Populasi penelitian ini adalah mahasiswi Universitas Lampung yang menggunakan pemutih wajah Pond’s dengan sampel penelitian sejumlah 80 orang. Teknik pengambilan sampel yang digunakan adalah sampel purposif dengan teknik pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis faktor. Berdasarkan hasil uji analisis faktor diketahui bahwa terdapat 12 indikator yang membentuk 3 faktor. Kualitas produk menjadi faktor pertama dengan kontribusi varian sebesar 26,821% dengan nilai keterwakilan 4,168. Kemasan produk menjadi faktor kedua dengan kontribusi varian sebesar 19,358% dengan nilai keterwakilan 1,851. Harga menjadi faktor ketiga dengan kontribusi varian sebesar 17,817% dengan nilai keterwakilan 1,682. Kata kunci: Atribut produk

Tipe Karya Ilmiah: Artikel
Subyek: A General Works = Karya Karya Umum
Program Studi: Fakultas ISIP > Prodi Sosiologi
Depositing User: UPT . TIK2
Date Deposited: 22 Oct 2015 09:13
Last Modified: 22 Oct 2015 09:13
URI: http://digilib.unila.ac.id/id/eprint/13050

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