ANALYTICAL HIERARCHY PROCESS IN CHOOSING MEN FACIAL SKIN CARE PRODUCTS. A STUDY OF PONDS, GARNIER AND NIVEA
Abstract: The purposes in this
research are to determine which men facial skin care product that are chosen
the most and which the criteria that are influence the most. This research used
Analytical Hierarchy Process (AHP) to compare each facial skin care product based
on the criteria; Price, Promotion, Avaiability, Quality, Packaging, Product
Variety. This research held from August-September 2016 in Samratulangi
University Manado. The respondent is 100 male students, this research using
purposive sampling. The respondent of this research is the people who have an
experience used three facial skin care product. The result show in facial skin
care products, Ponds become the best facial skin care product chosen by
respondent, from the six criteria price is the most important criteria for all
among the alternatives. Price has important role in selecting facial skin care
product. because price is the one of benchmark for the consumers to buy a
product, when the price in offer is
cheap and affordable it will be attract the consumer purchase intention.
Keywords: consumer purchase
decision, facial skin care products, analytical hierarchy process (AHP)
Penulis: Siti Faya Ila Togubu,
David P.E Saerang, Frederik G. Worang
Kode Jurnal: jpmanajemendd180226
