PENGARUH VARIABEL-VARIABEL DARI FAKTOR PSIKOLOGIS TERHADAP PEMILIHAN MEREK MINYAK GORENG DALAM KEMASAN(Studi Pada Ibu-Ibu Rumah Tangga di Kecamatan Sidayu Kabupaten Gresik)
ABSTRACT This research is a survey research. The researcher took observation to collect the data that did in kecamatan sedayu gresik. And the title was the effect of variables of psychologist factor on choosing the cooking oil merk in package (the study of housewife in the kecamatan sedayu gresik). The purpose of this research was to know the effect of variables of psychologist factor on choosing the cooking oil merk in package and the most variable which had effect on choosing the cooking oil merk in package. Then, regression linear was used in the data analysis by using F-test and T-test. Based on the finding and discussion, it could be concluded that psychological factor has significant effect on choosing cooking oil merk in package. Psychological factors involve motivation, perception, knowledge, belief, and behavior. Motivation variable was the variable which effect on it. After concluding, there were some suggestion that addressed to the company. The company was expected to affect the motivation housewives by giving the guaranty for the product quality, to affect the housewives perception with explanation the benefit through substances on the product, to make sure them that the product is really health. Therefore, the real action that could be done by conducting the promotion of information the composition and quality of substances on the product.