<![CDATA[Basically, the products offered by producers and consumers purchased, is the
expected demand. Therefore, consumers will choose goods or services that can
meet the expectations. Consumers as a target marketing company´s products,
always decide what he wants to be bought and consumed. According to Private
Companies and Handoko (1997:10), consumer behavior can be defined as the
activities of individuals who are directly involved in obtaining and using goods and
services, including decision-making process on the preparation and determination
of these activities. It is interesting in this research is in the purchase decision of
consumers to maintain healthy body soap. Consumer considerations in choosing
products more diverse and often influenced by factors outside themselves
(external) the culture surrounding communities, social factors, personal factors and
the existence of the family (Simamora Bilson, 2003; 4-12).
Keywords: Consumers, Decision Making, Society]]>
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