ANALISIS PERPINDAHAN MEREKHAND&BODY LOTION PADA KONSUMEN WANITA (STUDI KASUS PADA MAHASISWI FAKULTAS FARMASI UGM)

Technological development has always increased in the cosmetic industry in particular Hand&Body Lotion. A wide range of brand and varians of Hand&Body Lotion spread across the market in Indonesia. This will be a threat for producers of Hand & Body lotion for consumer brands to make the switching easily. For that, manufacturers must innovate constantly to anticipate the dynamics of consumer wants and needs. The cause of the displacement of brands such as dissatisfaction, the desire of variety and the influence of promotion. This type of research is to study the associative link between customer dissatisfaction, needs to find variations and the influence of promotion on brand Hand&Body Lotion. Location of research conduct at the faculty of Pharmacy UGM with sample student who is doing her Strata 1 (S1), Pharmacist and Master (S2) as many as 200 people. Determination techniques in non-probability sample used is purposive or criterion based sampling, the students of Faculty of Pharmacy and the use of Hand & Body Lotion for 6 month. Data retrieval methods used are questionnaires. The analytical method used is multiple regression method, where Y is the displacement of brand, X is the dissatisfaction of consumers (X1), the desire of variety (X2) and the influence of promotion (X3). The results of the regression equation becomes: Y = -1,551 + 0,182X1 + 0,189X2 + 0,215X3 The equal can be interpreted that the consumer is dissatisfaction, needs to find the variety of products and promotional products significantly influence the decision on brand switching Hand & Body Lotion (p