CONSUMER DECISION MAKING OF FEMININE SANITARY PRODUCTS IN MANADO
Abstract: The development of
the business world in the era of globalization is going rapidly, which
contributes in economic growth nationwide. In line with it makes the better
level of income and the buying power the community grew to meet the need and
desire of the will goods or services. The purpose in this study is to identify
of consumer decision making of feminine sanitary product in Manado. Decision
making is one of the most important function of the managers in any kind of
organization. Among difference managers’ decision strategic decision – making
is a complex process that must be understood completely before it can be
practiced effectively. Qualitative research is a broad methodological approach
that en compasses many research method. Base on the data that collected 11 from
19 informant using product Charm as their feminine sanitary product. Most of
them like to try another product but keep choose the older one. They choose
what they feel comfortable to use. The manufacturer are paying more attention
to the desires of the consumer so that the consumer be loyal to one brand, in
other words the need for differentiation of products with a wide range of
functional and usability needed by consumers.
Keyword: consumer decision
making, consumer behavior, feminine sanitary product
PENULIS: Anggun N. Matheos,
Sifrid S. Pangemanan, Merinda Pandowo
Kode Jurnal: jpmanajemendd170897
