Pengaruh Saluran Distribusi dan Kelompok Acuan Terhadap Niat Beli Pada Konsumen Suplemen Kesehatan You C-1000 di Surabaya
Keywords:
distribution channel, reference group, purchase intentionAbstract
Health is a basic need of every human being. Attention to health is increasing and this is also supported by the availability of various products. These products serve to maintain the health of the body and cure disease. Health supplements are a basic need, not only to help maintain the immune system, but also to meet modern lifestyles. Overall, living in urban areas with a modern style makes customers intend to buy You C-1000 products because these products can meet the body's need for vitamin C so that they can continue to have extra activities and energy and keep the immune system optimal. Apart from that, it is supported by distribution channels and reference groups to make You C-1000 products chosen by the public. The purpose of making this article is that the writer wants to analyze and find out how much influence the distribution channel and reference group have on the purchase intention of You C-1000 in the city of Surabaya. The selected population is You C-1000 consumers in the city of Surabaya who have filled out a questionnaire distributed by random sampling of 100 respondents. These data will be analyzed using multiple linear regression analysis techniques. Based on this research, it gave results which stated that distribution channels and reference groups were predictors that had a positive and significant effect on purchase intentions.
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