PENGARUH ALTRUISM DAN SELF-ESTEEM TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN PURCHASE INTENTION PADA PENGGUNA PRODUK HEAD AND SHOULDERS DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study was to analyze and prove the influence of Altruism on Attitude on the user of Head and Shoulders in Samarinda City, the influence of Self-Esteem on Attitude on the user of Head and Shoulders in Samarinda City, Altruism on Purchae Intention on the user of Head and Shoulders in Samarinda City, Self-Esteem on Purchase Intention on the user of Head and Shoulders in Samarinda City, the influence Altruism on Purchase Decision on the user of Head and Shoulders in Samarinda City, the influence Self-Esteem on Purchase Decision on the user of Head and Shoulders in Samarinda City, the influence Attitude on Purchase Intention on the user of Head and Shoulders in Samarinda City, the influence of Attiude on Purchase Decision on the user of Head and Shoulders in Samarinda City, the influence Purchase Intention on Purchase Decision on the user of Head and Shoulders in Samarinda City. And this study uses a survey with 140 samples by a respondent are in the Samarinda City, with the sampling technique Accidental Sampling Method. Respondents were only interviewed once when meeting (csross section). Data from respondents (Primary Data) are then tabulated and tested using statictical methods. Data is collected using research aids (questionnaires) that have been tasted for validity and reliability. From the results of the test all instruments of the research question were declared valid (coefficient value >0.30) and stated reliably (negative value >0.60).
The results of the study after statistical test using SEM-AMOS version 5.0 showed that the following results Altruism significantly affected Attitude on the user of Head and Shoulders in Samarinda City, Self-Esteem had a significant effect on Attitude on the user of Head and Shoulders in Samarinda City, Altruism was not significant effect on Purchase Intention on the user of Head and Shoulders in Samarinda City, Self-Esteem has not a significant effect on Purchase Intention on the user of Head and Shoulders in Samarinda City, Altruism was not significant effect on Purchase Decision on the user of Head and Shoulders in Samarinda City, Self-Esteem has no significant effect on Purchase Decision on the user of Head and Shoulders in Samarinda City, Attitude significantly affected Purchase Intention on the user of Head and Shoulders in Samarinda City, Attitude has significant effect on Purchase Decision on the user of Head and Shoulders in Samarinda City, and Purchase Intention has a significant effect on Purchase Decision on the user of Head and Shoulders in Samarinda City.
Keyword: Altruism, Self-Esteem, Attitude, Purchase Intention, Purchase Decision.