NDLI: Analisis Pengaruh Strategi Positioning Terhadap Keputusan Konsumen Dalam Melakukan Pembelian Pada Coffee Toffee Urip Sumoharjo Di Makassar

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Analisis Pengaruh Strategi Positioning Terhadap Keputusan Konsumen Dalam Melakukan Pembelian Pada Coffee Toffee Urip Sumoharjo Di Makassar

Content Provider	Semantic Scholar
Author	Anwar, Akbarsyah S.
Copyright Year	2013
Abstract	Akbarsyah S. Anwar, A211 08 105, The Analysis of Positioning Strategiy effect on Consumer Purchase Decisions at Coffee Toffee Urip Sumoharjo in Makassar. (underguidence of Prof. Dr. Haris Maupa, SE., M.Si as first guidencer and Haeriah Hakim, SE, M. M.Ktg as second guidencer). This research aims to know the effect of positioning strategy on consumer purchase decisions in purchasing products from Coffee Toffee Uripsumoharjo in Makassar. Where variables positioning strategy are product attributes (X1), the benefits of the product (X2), users of the product (X3), competitor product (X4), product category (X5) and the price of the product (X6). The population of this research areconsumer of Coffee Toffee Urip Sumoharjo in Makassar. Total sample of this research are 100 consumer with use non probability sampling method. Data collection technic are field study and library study. Data analysis method is multi liniear regression. And hypotheses test used tstatistic, F-statisticand determination koefisien. The analsysis result of this research used SPSS 15.00 showing that all of variables positioningstrategy have effect toconsumer purchase decisions and the most dominant effect on consumers in the purchase decision is product competitors variable (X4).
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://repository.unhas.ac.id/bitstream/handle/123456789/4575/Akbarsyah%20S.%20Anwar%20(A21108105)%20-%20Analisis%20Pengaruh%20Strategi%20Positioning%20Terhadap%20Keputusan%20Konsumen%20Dalam%20Melakukan%20Pembelian%20Pada%20Coffee%20Toffee%20Urip%20Sumoharjo%20di%20Makassar.pdf?sequence=1
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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