PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN MINYAK KAYU KEMASAN MEREK "PERHUTANI" DI KABUPATEN PONOROGO

This research aims to describe the consumer characteristics of packaged cajaput oil "Perhutani" brand and the purchase decision making process of packaged cajuput oil "Perhutani" brand. Location determines by purposively in Ponorogo District and the sampling method use snowball sampling amount 30 respondents. Analysis method use descriptive method. The result of the research is (1) The consumers characteristic of packaged cajaput oil "Perhutani" brand is 19-28 years old female with college education level and who are still student and have income of 500.000-2.400.000 rupiahs per month. (2) Purchase decision making process of packaged cajaput oil Perhutan brand start with problem recognition, information search, evaluation alternatives, purchase decision, and post-purchase decision