Pengaruh Perilaku Konsumen Terhadap Pertumbuhan Produk Pt. Enzym Bioteknologi Internusa

Abstract

Health is the most important thing for people to improve the productivity of its operations daily. As one of the efforts for the maintenance of health by maintaining oral hygiene. Plaque is a thin layer on the surface of the tooth which is a collection of bacteria and food scraps. The amount of the cleaners caused much toothpaste manufacturers are vying to create products toothpaste. One manufacturer that is PT.Enzym Bioteknologi Internusa Toothpaste contains beneficial enzymes that restore the natural function of saliva (saliva) in controlling the balance of bacteria in the oral cavity so as to prevent tooth decay and mouth. Toothpaste does not contain detergent enzymes so it does not cause dry mouth, does not irritate and does not damage the sense of taste (do not change the taste of the food). The purpose of this study focuses on the conditions experienced problems on consumer behavior and growth promotion strategy PT. Enzymes Biotechnology Internusa, whether consumer behavior and promotion strategies have an influence on the growth of the company. Questionnaire research was conducted to spread in five areas in Jakarta, the area includes (North Jakarta, West Jakarta, East Jakarta, South Jakarta and Central Jakarta) division of the respondents in proportion to the total of respondents was 390 respondents. Terms in filling out this questionnaire, namely, respondents aged over 20 years, the toothpaste products enzyme, the enzyme variants freshmint toothpaste, willing to fill out a questionnaire. Periods of questionnaires began in December 2015 - February 2016. Then the raw data entered and processed using SPSS 17.0, so that the resulting table contains the profile of respondents, as well as the validity and reliability. Testing the compatibility of data, and test research hypotheses for further processing using SEPATH analysis. This study shows that consumer behavior using the product PT. Enzymes Bioteknologi Internusa provide positive and significant impact.