ALTERNATIF PEMILIHAN SHAMPO KEMASAN SACHET DI KALANGAN REMAJA PUTERI KOTA AMBON

Abstract

This study aims to determine the selection of an alternative brand of
shampoo sachet by teenage girls in the Ambon town. The population of this study
were teenage girls aged 13-19 years. Samples were as many as 60 young girls were
taken by convenience sampling technique. The research data was collected using a
questionnaire, and subsequently processed and analyzed using chi-square analysis.
The calculation and analysis shows that teenage girls in the Ambon town have an
alternative option shampoo with a particular brand, and they have a choice of more
than one brand of shampoo. Shampoo brand choice based on functional benefits
and emotional benefits of various attributes attached to each brand of shampoo.
Thus the use of advertising in the mass media provide benefits for marketers to
communicate information about their products to consumers. However, the results
of this study showed that there was no difference in the selection of alternative
brands of shampoo sachet teenage daughter in Ambon town.
Keywords: Decision purchases, consumer attitudes, product attributes