MOTIF KONSUMEN DALAM KEPUTUSAN PEMBELIANPRODUK BIORE

Biore products circulating in the market in general use in ways that aktraktif in introducing the benefits of their products, and utilize various media to promote their products. One of the promotional media that is widely used is the medium of television, through advertising on television advertising message is so easily digested, which in turn affects the consumer to use the product. From here finally can be known about the motives of consumers in making purchasing decisions and use of these products. To find out the significant influence of rational motives and emotional motives jointly to the purchasing decision and the use Biore products Soap Bath and to find out where the dominant motive variables influence on purchasing decisions and use Biore Soap Bath Products The hypothesis of this research is the significant effect of rational and emotional motives of\ud the decision biore product purchase and use of soap and allegedly rational motive is the dominant variable on purchasing decisions and use biore products bath soap In this study multiple regression analysis used to determine the influence of motives that are reflected in two variables, namely: rational motives and emotional motives of consumerism decision to buy and use biore product. This method is used to determine a dominant independent variable contributing to consumer decision making and to identify the influence of two or more variables. From the research result shows that the motive variable rational and emotional motives significantly influence consumer decisions to buy and use Biore products. The dominant influence is variable rational motive to consumer decisions to buy and use Biore products. That simultaneously or jointly variable X1 (rational), X2 (emotional) has a significant consumer decisio