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"Tesis ini membahas mengenai persepsi pelanggan deterjen Rinso dan persepsi pelanggan deteljen So Klin terhadap atribut yang dipertimbangkan daiam pembelian deterjen dan evaiuasi kinerja atribut produk. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang dipertimbangkan dalam pembelian deteljen, serta perbedaan persepsi antara pelanggan Rinso dan pe1anggan So Klin terhadap atribut deterjen. Metode penelitian adalah penelitian eksploratif dengan in depth interview dan desk:riptif melalui survei. Hasil penelitian mengindikasikan terdapat 3 faktor bagi pelanggan Rinso serta terdapat 4 faktor bagi pelanggan So Klin yang dipertimbangkan dalam keputusan pembelian deterjen; terdapat perbedaan persepsi signifikan antara pelanggan Rinso dan pelanggan So Klin pada salah satu atribut deterjen.

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The focus of this study is about learning costumer perceptions of powder detergent from two brands "Rinso" and "So Klin" to product attributes and evaluation of product performance. This purpose of this study is to analyze how many factors that influences consumer decision making when buying powder detergent products, and to search the difference of perceptions to product attributes between the customers from two brands. This research is qualitative explorative and descriptive design. The data were collected by means in depth interview and a survey. The research found that there are 3 factors for costumer of Rinso and 4 factors for customer of So Klin when making a purchase decision. The research showed there is significant difference of perception between the customer of Rinso and customer of So Klin in one of the product attributes."