| In consuming a product, consciously or unconsciously, we often consume the same product with what is consumed by our parents with communication that they do. The study was conducted to analyze the influence of intergenerational communication on purchasing decisions Pepsodent toothpaste with multiple linier regression method. The samples was 150 repondents who are freshmen and sophomores Faculty of Economics, Catholic University of Atma Jaya Indonesia. The sampling was using probability sampling techniques to the type of sampling claster. The result of this study from 150 respondents, was found that intergenerational communication have an influence on purchase decision of Pepsodent toothpaste. These results are obtained based on the results of the regression analysis showed that together there is influence of family attitudes in the conduct of a communication, consumer preferences within a family and skills in a family of Pepsodent toothpaste purchase decision. The regression analysis also showed that the partial, there is influence of family attitudes in the conduct of a communication, consumer preference in purchase decision of a family of Pepsodent toothpaste. But on the skills in a family works in reverse. |