Abstract
Abstract : This research aims to analyze (1) Effect of product brands on consumer perceptions of HNI-HPAI herbal toothpaste products in Padang City, (2) Effect of product quality on consumer perceptions of HNI-HPAI herbal toothpaste products in Padang City, (3) Effect of product packaging on consumer perceptions of HNI-HPAI herbal toothpaste products in Padang City. This type of research is descriptive associative. The sampling technique is convenience sampling with a total sample of 100 people in the city of Padang who use Herbal HNI-HPAI toothpaste in the city of Padang. Data analysis techniques used descriptive analysis and multiple regression analysis using the Statistical Product and Service Solution (SPSS) program. The results showed that (1) the product brand had a positive and significant effect on consumers 'perceptions of HNI-HPAI herbal toothpaste products in Padang City, (2) product quality had a positive and significant effect on consumers' perceptions of HNI-HPAI herbal toothpaste products in the City Padang, (3) product packaging has a positive and significant effect on consumers' perceptions of HNI-HPAI herbal toothpaste products in Padang City. Keywords: consumer perception, product attributes, brand, quality, packaging
Highlights
PENDAHULUAN Perkembangan perekonomian pada saat ini membawa dampak bagi kehidupan manusia terutama pada dunia bisnis
The sampling technique is convenience sampling with a total sample of 100 people in the city of Padang who use Herbal HNI-HPAI toothpaste in the city of Padang
The results showed that (1) the product brand had a positive and significant effect on consumers 'perceptions of HNI-HPAI herbal toothpaste products in Padang City, (2) product quality had a positive and significant effect on consumers' perceptions of HNI-HPAI herbal toothpaste products in the City Padang, (3) product packaging has a positive and significant effect on consumers' perceptions of HNI-HPAI herbal toothpaste products in Padang City
Summary
Dari tabel diatas dapat diketahui bahwa pasta gigi merek Pepsodent memiliki beragam jenis ukuran dari yang terkecil dengan ukuran 25 gram dan yang terbesar dengan ukuran 190 gram. Dari gambar diatas dapat dilihat bahwa konsumen yang telah menggunakan Pasta Gigi Herbal HNI-HPAI merasakan kepuasan dari pemakaian produk ini dan telah mempersepsikan bahwa produk ini memiliki kualitas yang baik serta memiliki manfaat lain dari manfaat intinya. Manfaat pasta gigi herbal HNI-HPAI selain manfaat intinya seperti, karang gigi yang berkurang setelah pemakaian produk ini, mampu mengatasi masalah sariawan, dan lain-lain. Meskipun pasta gigi herbal HNI-HPAI memiliki keunggulan dan manfaat yang begitu besar akan tetapi masih banyak masyarakat yang belum mengetahui produk ini. Selain itu masyarakat sudah terbiasa menggunakan pasta gigi yang mengandung banyak busa dan juga masih kurangnya keinginan masyarakat untuk mendukung produk-produk herbal halal. Survey awal dilakukan sebanyak 30 orang yang menggunakan Pasta Gigi Herbal HNI-HPAI di Kota Padang
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