Analysis of Determining Factors of Decision in Purchasing Toothpaste “Close Up” in Buleleng District

DOI

10.2991/aebmr.k.211124.032How to use a DOI?

Keywords

Factor analysis; Family; Price; Promotion

Abstract

The increasing intensity of competition requires companies to always pay attention to the needs and desires of consumers and try to meet their consumer expectations by providing more satisfying services than their competitors. Therefore each company must always keep growing in order to be able to compete. In the face of competition, companies must implement appropriate policies in marketing their products. The rise of various brands of toothpaste in market is followed by several factors considered by consumers in making decisions. These factors in general are product quality, taste variants, product design, and motivation. The research used quantitative design with survey methods. The data was collected using questionnaire and interpreted using factor analysis. The results showed that (1) the factors considered by consumers in purchasing decisions for toothpaste close up were price, promotion, and family, and (2) the most dominant factor considered by consumers was the price with the highest eigenvalue of 5.779.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - I Wayan Cipta
AU  - Gede Wira Kusuma
AU  - Made Amanda Dewanti
AU  - Gede Putu Agus Jana Susila
PY  - 2021
DA  - 2021/11/25
TI  - Analysis of Determining Factors of Decision in Purchasing Toothpaste “Close Up” in Buleleng District
BT  - Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)
PB  - Atlantis Press
SP  - 211
EP  - 215
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211124.032
DO  - 10.2991/aebmr.k.211124.032
ID  - Cipta2021
ER  -