Pengaruh Perceived Quality, Brand Association, dan Brand Loyalty Terhadap Keputusan Pembelian Pasta Gigi Merek Pepsodent Pada Mahasiswa Fakultas Hukum Universitas Sumatera Utara.

This study aims to determine how the influence of perceived quality, brandassociation and brand loyalty in improving purchasing decisions Pepsodenttoothpaste on student Faculty of Law University of North Sumatra, Medan and wherethe most influential variables dominant in influencing purchasing decisions on thestudent. The study was conducted on student Faculty of Law University ofNorthSumatra,Medan.. The population in this study is the Faculty of Law students who are still activein 2011. The sampling technique using a formula Supramono criteria have bought oruse Pepsodent toothpaste at least 2 times a month. Sampling technique using apurposive sampling that anyone can be sampled if they meet certain criteria.Analysis method used is descriptive analysis method and the method ofmultiple regression analysis. This type of research is to study associative, and thedata used are primary data and secondary data obtained through the study ofdocumentation and a list of questions using a Likert scale of measurement andstatistically processed with SPSS for windows 16:00.The results obtained in this study suggests that simultaneous perceivedquality, brand association, brand loyalty and positive and very significant effect onpurchasing decisions once the toothpaste Pepsodentpada student Faculty of LawUniversity of North Sumatra, Medan. Variables can be partially seen brandassociation is the most dominant variable influencing the purchase decision on thestudent Faculty of Law University of North Sumatra, Medan. Rated R Square = 0.289means 28.9% factors that influence the purchase decision can be explained by theindependent variables (perceived quality, brand association and brand loyalty) whilethe remaining 71.9%% explained by other factors not examined in this study this.