Analisis Faktor-faktor Yang Mempengaruhi Perilaku Konsumen Dalam Pengambilan Keputusan Membeli Pasta Gigi Pepsodent (Studi Kasus Pada Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Islam Riau)

This study aims to determine the analysis of the factors that influence consumer behavior in making decisions to buy Pepsodent toothpaste (a case study on management students of the economics faculty of the Islamic University of Riau). The total population in this study is 2054 people who will be sampled as many as 100 respondents using the purposive side technique. Analysis of the data in this study using smartPls 3.0 software by testing the outer model and inner model. The results showed that the product marketing mix (X1) and promotion (X4) had a significant positive effect on the decision to buy Pepsodent toothpaste. Meanwhile, price (X2) and place (X3) have no significant positive effect on the decision to buy Pepsodent toothpaste. Meanwhile, the marketing mix simultaneously influences the decision to buy Pepsodent toothpaste