Pengaruh Atribut Produk terhadap Niat Beli Konsumen pada Produk The Body Shop di Istana Plaza Bandung
Daftar Isi:
- Consumer evaluate product attribute before buying product. The purpose of this research are for know consumer respond about The Body Shop’s product attribute, for know intention to buy toward The Body Shop product, and for know influence The Body Shop’s product attribute toward intention to buy. This research used causal research. Which used purposive sampling. Research conducted by distributing questionnaires to 100 The Body Shop’s consumer. This research used multiple regression. From research conducted, there are three variables influencing intention to buy which are product benefits, package and quality. It can be seen from the calculations by the multiple regression method showed that product attribute influencing consumer intention to buy of 57% and for the rest 43% influenced by other factors. But product benefit, package and quality influencing consumer intention to buy of 57,1% and for the rest 42,9% influenced by the other factors. And quality is the most influencing toward intention to buy of 42,1%. From the above conclusions, the author try to give advice in order that The Body Shop to give more attention about a consumer want, need and their expectation based on their life style so intention to buy toward The Body Shop’s product will increase.