<![CDATA[Basically, the products offered by producers and consumers purchased, is the expected
demand. The need for soap is a basic human needs in addition to shelter, food, and clothing.
Soap is a requirement that health is a necessity of human life. For companies soap, this is an
opportunity to attract consumers, producers would have to have other features in addition to
product excellence.
Marketing is an overall understanding of the sales, trading, distribution. Marketing is one
of the activities in the economy and assist in the creation of economic value. While the economic
value itself will determine the prices of goods and services for individuals
Based on the results of research can be concluded form, with the results of multiple linear
regression analysis showed that the beta coefficient for the variable Reference Group (X3) has
the largest beta coefficient is equal to 0.442. This indicates that the variable reference group have
the greatest influence for making decision in purchasing Nuvo shower soap in District Mlati.
In simultaneously External factors consist of variables of Culture (X1), Social Class (X2),
Reference Group (X3) and Family (X4) has a significant influence on purchase decisions in the
District Mlati Soap NUVO, this can be seen from the results Fcount (31.081 ) larger than Ftable
(2.4675). Thus Hypothesis 1 proved. External Factors which partially consists of variables of
Culture (X1), Social Class (X2), Reference Group (X3) and Family (X4) has a significant
influence on purchase decisions in the District Mlati Soap NUVO, this can be seen from the
results of their tcount each variable that is greater than ttable (1.9852). Thus hypothesis 2 proved.
Keywords: products, soap, marketing, purchasing.]]>
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