PENGARUH STRATEGI POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK AIR MINUM DALAM KEMASAN BOTOL MEREK AQUA (STUDI KASUS PADA MAHASISWA POLITEKNIK NEGERI SRIWIJAYA)

FAKUMAN, VONGKI (2015) PENGARUH STRATEGI POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK AIR MINUM DALAM KEMASAN BOTOL MEREK AQUA (STUDI KASUS PADA MAHASISWA POLITEKNIK NEGERI SRIWIJAYA). Other thesis, POLITEKNIK NEGERI SRIWIJAYA.

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Abstract

The purpose of this final report writing is to know how the positioning toward product purchase bottled drinking water Aqua brand on State Polytechnic Sriwijaya Palembang students. The independent variables consisted of attributes, benefits, users, competitors, product category, price and the dependent variable i.e. purchasing decisions. Method of determination of samples of this final report writing is proportionate random sampling using the formula Slovin. Data were collected by means of questionnaires given to 97 respondents who was a student in State Polytechnic Sriwijaya Palembang. The data are processed with Statistical Product and Service Solution (SPSS) 22 for Windows. Based on analysts who conducted the test, the result of F test or simultaneously showed that the variable positioning of influential and significant 25,302 of 0.000 against purchasing decisions. The result of the test t showed that the attributes have an influence on the purchasing decision of 42,4% with significant 0.006. The Benefits have an influence on purchasing decisions of -3.9% with significant 0,796. The user has an influence on purchasing decisions of 3.6% with significant 0,841. The competitor has an influence on purchasing decisions of 53.5% with significant 0.000. The Product categories have an influence on the buying decision of -35,0% with significant 0,102. The Price have an influence on the purchasing decision of 57,1% with significant 0.000. There are three indicators that influence purchase decisions significantly was attributes, competitors, and the price as shown by the significant level of < 0.005. Positioning indicator the most dominant influence on purchase decisions is the price indikator research is with the influence of 57,1% and a significant level of 0.000. Therefore the author suggests PT Aqua Golden Missisippi Tbk should maintain and further improve the indicators of price, because the dimensions of the guarantee had considerable influence against the purchasing decision.

Item Type: Thesis (Other)
Uncontrolled Keywords: Positioning, Purchase Decisions
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Business Administration > Undergraduate Theses
Depositing User: Mrs Trisni Handayani
Date Deposited: 17 May 2016 02:34
Last Modified: 17 May 2016 02:34
URI: http://eprints.polsri.ac.id/id/eprint/2826

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