Analisis Pengaruh Persepsi Promosi dan Persepsi Harga Terhadap Keputusan Pembelian dan Brand Switching FreshCare Aromatherapy

Abstract

Indonesian society has long known the wind oil products. Fragrance and warmth believed to relieve a variety of ailments such as colds, headaches, nausea, to body warmers, relieve flatulence, motion sickness, and as muscle relaxants. The pharmaceutical industry is a dynamic global market that need a quick response and creative innovations to market developments. This study aimed to analyze the influence of perception and perception promotional price on purchasing decisions and brand switching FreshCare Aromatherapy. Analysis tools used in this study is cross-tabulations and regression analysis with a sample size of 100 respondents. Results of cross-tabulation between satisfaction and customer loyalty is a correlation between the two. By using regression analysis, it can be seen that the perception of promotion is not a positive influence on consumer purchasing decisions, while a positive influence price perception on purchase decisions. From the results of the questionnaire have also known that the majority of consumers are satisfied and will not switch brands.