HARGA, LOYALITAS MEREK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK POND’S

Abstract

The background of this research is the beauty products which are generally used by most women. Pond’s is one of
the brands which provides wide range of beauty treatment products. This research is aimed to find out the
influence of price, brand loyalty, and place to the purchasing decision of Pond’s products to the customers of
Hypermart Royal Plaza Surabaya. The population is all customers who have ever purchased Pond’s products at
Hypermart Royal Plaza Surabaya. The sample collection technique has been conducted by using accidental
sampling and 100 respondents have been selected as samples. The data analysis has been carried out by using
multiple linear regressions method. The result of examination shows that the influence of price to the purchasing
decision is proven significant with the negative direction. Meanwhile, the influence of brand loyalty and place to
the purchasing decision is proven to be significant with positive direction influence. The result of the
examination shows that brand loyalty has dominant influence to the purchasing decision because the partial
determination coefficient is the largest when it is compared to the price and place. This is means that high brand
loyalty towards Pond’s product has impact to the enhancement of the purchasing decision.

Keywords: Price, brand loyalty, place and purchasing decision.