PENGARUH BUDAYA DAN SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PADA PT. BINA LANGGENG LESTARI (TONY MOLY COSMETIC) MEDAN

Efrizal Adil, SE, MA, Samrin, SE, MM

Abstract

The purpose of this paper is to test and find out the cultural and sociali influences toward
purchasing decisions, and also to know wheter cultural and social effect partially positive
and significant and simultants against purchasing decisionson PT.Bina Langgeng Lestari
(Tony Moly Cosmetic) Medan. A consumer survey by using quantitative methods and
involver 98 respondents succesfully carried out using the division of the questionnaire at
the counter of Tony Moly Cosmetic Medan. Based on the results of the study showed that
simultaneous cultural and social variables have positive and significant influence on
purchasing decisions, then the hypothesis is accepted. Cultural and social partially positive
and significant impact on purchasing decisions at PT. Bina Langgeng Lestari (Tony Moly
Cosmetic) field, then the hypothesis is accepted.