| dc.description.abstract | At this time in the brand association made a foothold consumers in making
purchasing decisions related to the products offered by the company. Companies
engaged in the field of beauty much do these systems in its product offering.
Kangsen Kenko (KK) Jember branch is one branch of the Indonesian producer
KK engaged in the cosmetics and health product.
Competition in the field of corporate marketing, especially cosmetics and
health products in Jember growing cosmetics company with a number of
emerging and new health products. Product are offered on average about the
same. Research that is oriented to determine the factors that influence consumers
decision to buy the product KK Beautyzen in Jember. Form of the observations
made in the studyis a survey form. In the survey method, data information
collected from respondents using questionnaires.
Based on the research that has been described in the previous chapter,
using factor analysis, it can be concluded that there are four factors of brand
association on Beautyzen KK product, the first factor (F1) are called factors
consist of features; comfort of the waiting room, bonus softdrink, and complete
facial equipment, the second factor (F2) is called loyalty factor consisting of;
needs, satisfaction, and use of, the third factor (F3) are called factors of excellence
comprising; benefits accordingly, appropriate price, and location strategic, the
fourth factor (F4) is called the pull-factor consisting of community and influence
other products.
Keywords : Brand Association factors, Factor Analysis | en_US |
