Pengaruh Diferensiasi, Promosi Dan Positioning Terhadap Keputusan Pembelian Pada Laptop ASUS
DOI:
https://doi.org/10.35134/ekobistek.v7i2.17Keywords:
Purchase Decision, Differentiation, Promotions, PositioningAbstract
This study aims to determine how much Influence of Differentiation, Promotion and Positioning Against
Buying Decision Brands Asus Laptop, data collection method is to circulate a questionnaire with a sample of 100. The
analytical method used is multiple regression regression analysis. The results obtained are: (a) Differentiation has an
influence on purchasing decisions by 0.149. Then the differentiation has a positive and significant influence, with Ho
rejected and Ha accepted. (b) Promotion of 0.405 has an influence on purchasing decisions. Then promotion has a
positive and significant influence, with Ho rejected and Ha accepted. (c) Positioning has the effect of 0,032 on purchase
decisions. Then positioning has a positive and significant influence, with Ho rejected and Ha accepted. (d)
differentiation, promotion and amounted to 19.520 psitioning have influence on purchasing decisions.Then the value
of of 0,718 which means differentiation, promotion and positioning has a positive and significant relationship,
so Ho rejected and Ha accepted. Finally, the author suggests Laptop Asus is expected to increase differentiation by
observing characteristic, value, image and price in order to give satisfaction to the customers so that they can be
enjoyed by the wider community, can improve product promotion Asus laptop that is known by many people and can
improve the positioning on the product Asus laptops are comprised of high tech and high touch positioning positioning.
References
Abdullah, Thamrin dan Francis tantri. 2012. Manajemen Pemasaran. Jakarta: PT Rajagrafindo Persada.
Ali, Hasan . 2013. Marketing dan Kasus Kasus Pilihan. Yogyakarta. CAPS (Center For Academic Publishing
Service).
Alma, Buchari. 2011. Manajemen Pemasaran dan Pemasaran Jasa.Bandung: Alfabeta.
Assauri, Sofjan. 2014. Manajemen Pemasaran.Jakarta: PT Rajagrafindo Persada.
Budi, Agung Permana. 2013. Manajemen Marketing Perhotelan. Yogyakarta: Andi.
Hasan, Ali. 2013. Marketing dan Kasus-Kasus Pilihan.Yogyakarta: CAPS
Center For Academic Publishing.
Julcandra. 2013. Pengaruh Diferensiasi, Promosi dan Positioning Terhadap Keputusan Pembelian Pada Laptop
Dell. UPI YPTK. Padang..
Kotler, Philip dan Kevin Lane Keller. 2013. Manajemen Pemasara. Edisi Ketiga Belas, Jilid 1. Jakarta: Erlangga.
Mustain, Hasma Laely. 2012. Analisis Pengaruh Strategi Positioning Terhadap Keputusan Pembelian Pada
Konsumen Starbucks Coffe Di Makasar. Universitas Hasanuddin. Makassar.
Ong, Ian Antonius dan Sugiono Sugiharto. 2013. Analisis Pengaruh Strategi Diferensiasi, Citra Merek, Kualitas
Produk dan Harga Terhadap Keputusan Pembelian di Cincau Station Surabaya. Universitas Kristen Petra.
Surabaya.
Peter, J.Paul dan Jerry C.Olson. 2013. Prilaku Konsumen dan Strategi Pemasaran. Jakarta: Salemba Empat.
Prasetya, Frendy. 2011. Analisis Pengaruh Diferensiasi, Promosi dan Positioning Terhadap
Keputusan Pembelian. Universitas Pendidikan Ganesha Singaraja.
Priyatno, Dwi. 2012. SPSS (Statistical Product And Service Solution Untuk Aanalisis Data & Uji Statistic).
Yogyakarta: Mediakom.
Sahetapy, Jeofer Pratama. 2013. Diferensiasi Produk, Strategi Merek, Pengaruhnya Terhadao Keputusan
Pembelian Meubel UD Sinar Sakti Manado. Universitas Sam Ratulangi. Manado.
Sangadji, Etta Mamang dan Sopiah. 2013. Prilaku Konsumen. Yogyakarta: Andi.
Sugiyono. 2014. Metode Penelitian Kuantitatif,kualitatif dan R&D. Bandung: Alfabeta.
Tjiptono, Fandy. 2011. Strategi Pemasaran. Jakarta: Andi
Tjiptono, Fandy dkk. 2012. Strategi Strategik. Yogyakarta: Andi
Downloads
Published
How to Cite
Issue
Section
License
