The Influence Of Loyality And Consumer Disere To Purchasing Desifion Of Line Produk Scarlett Whitenig Brand

Abstract

This research is motivated by the constraints and constraints of consumers of Scarlett Whitening brand products in deciding to purchase these products which are influenced by the choice of various product lines, selection of Scarlett Whitening product distributors, delivery duration, namely timeliness of delivery and problematic payment methods. The aim of this research is to find out "This has an impact on buyers' loyalty and tastes regarding purchasing choices for Scarlett Whitening brand products which consist of 4 sub-variables, product line, dealer, delivery duration and payment method. The research method used was a descriptive survey, the sample size was 60 respondents, the sampling technique used the quota sampling method and the method for determining the sample was incidental. This research found that individually consumer loyalty and taste (X) have a very large influence on purchasing choices consisting of 4 sub variables, choice of product line (Y1), dealer (Y2), delivery duration (Y3) and payment method (Y4) . Simultaneously, consumer loyalty and taste have a positive and significant influence on purchasing choices. However, the results of the coefficient of determination test (R2) of the independent variable influence the dependent variable with a value of 38%, meaning that the remaining 62% in this study is influenced by other variables that have not been studied.