PENGARUH KUALITAS PRODUK DAN BAURAN PROMOSI TERHADAP MINAT BELI DEODORAN REXONA WOMEN JENIS RO WHITENING + LUX PADA MAHASISWI UNIVERSITAS BUNG HATTA PADANG

Abstract

This study aims to determine the effect of product quality and promotion mix towards buying interest deodorant Rexona Women types of RO Whitening + LUX at Bung Hatta University student Padang. The population in this study were all female students Bung Hatta University, Padang. The samples used were 120 respondents with a sampling technique using purposive sampling method. The primary data in this study were obtained from questionnaires distributed to respondents, the data analysis technique used is descriptive and inductive analysis through multiple linear regression.
The findings of this study are: (1) a significant difference between advertising and publicity of the variable interest in buying deodorant Rexona Women types of RO Whitening + LUX at Bung Hatta University student Padang. (2) is not a significant difference between the quality of the product, sales promotion, personal selling to the buying interest deodorant Rexona Women types of RO Whitening + LUX at Bung Hatta University student Padang. Based on the research that has been done, it is suggested that the company and its distributors Rexona for more attention to the effect of product quality, sales promotion and personal selling.
Keywords: Quality Products, Advertising, Sales Promotion, Publicity, Personal Selling, Interests Buy