Pengaruh Persepsi Kualitas dan Pengetahuan Terhadap Keputusan Pembelian Sabun Mandi Cair Lux pada Konsumen Swalayan Pondok Indah Pasar Buah Medan

Abstract

The purpose of this research as follows 1. To determine whether the perception of quality to the influence of purchasing decision of Lux bath soap at consumer of Pondok Indah Pasar Buah Medan. 2. To know whether the knowledge of purchasing decision of Lux bath soap at consumer of Pondok Indah Pasar Buah Medan. 3. To know whether the perception of quality and knowledge simultaneously affect the buying decision of Lux bath soap at consumer of Pondok Indah Pasar Buah Medan. The population in this research is employees of Pondok indah pasar buah Medan. as many as 9,634 people using slovin formula then got sample of employee counted 100 people. To obtain data in the preparation of this thesis, the author uses the instrument; study documentation and interviews (interview), as well as questionnaires (questionnaires). In analyzing data using multiple linear regression, classical assumption test and hypothesis test. Based on the results of partial tests (t test) it can be concluded that the perception of quality has a significant positive effect on purchasing decisions. Where positive is indicated with a value of 6.625 and significantly indicated by 0.000 > 0.05. knowledge has a significant positive effect on employee performance, where positive is shown with value 2,457 and significant is indicated with 0,016 <0,05. Perceptions of quality and knowledge have a positive and significant effect on employee performance, where positive is indicated by the value of 40,668, significantly indicated by 0,000 <0,05.