BibTex Citation Data :
@article{JIAB37302, author = {Anggun Wijayanti and Andi Wijayanto and Apriatni Endang Prihatini}, title = {Pengaruh Positioning, Diferensiasi Produk, dan Citra Merek terhadap Keputusan Pembelian Produk Iphone (Studi pada Mahasiswa Pengguna Iphone di Kota Semarang)}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {12}, number = {1}, year = {2023}, keywords = {Citra Merek; Diferensiasi Produk; Keputusan Pembelian; Positioning}, abstract = { Based on the Top Brand Index data for the Semarang region from 2019 to 2021, the Iphone has experienced a successive decline. The population in this study were students using Iphone in the city of Semarang who made purchases of their own accord, with a total sample of 100 respondents. Using non-probability sampling by accidental and purposive sampling. The research objective is to determine the effect of positioning, product differentiation, and brand image on purchasing decisions. This type of research is explanatory research. The data analysis method used is the regression test, and the classical assumption test, which is done with the help of software SPSS 26.0The results showed that positioning, product differentiation, and brand image partially had a positive and significant effect on purchasing decisions. Positioning, product differentiation, and brand image simultaneously have a significant effect on purchasing decisions. Berdasarkan data Top Brand Index wilayah Semarang tahun 2019 hingga tahun 2021, Iphone mengalami penurunan secara berturut-turut. Populasi dalam penelitian ini adalah mahasiswa pengguna Iphone di Kota Semarang yang melakukan pembelian atas kemauan sendiri, dengan jumlah sampel sebanyak 100 responden. Menggunakan teknik non-probability sampling dengan cara accidental dan purposive sampling. Tujuan penelitian untuk mengetahui pengaruh positioning, diferensiasi produk, dan citra merek terhadap keputusan pembelian. Tipe penelitian ini adalah explanatory research. Metode analisis data yang digunakan adalah uji regresi, dan uji asumsi klasik, yang dilakukan dengan bantuan software SPSS 26.0. Hasil penelitian menunjukkan bahwa positioning, diferensiasi produk, dan citra merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Positioning, diferensiasi produk, dan citra merek secara simultan berpengaruh signifikan terhadap keputusan pembelian. }, issn = {2746-1297}, pages = {255--265} doi = {10.14710/jiab.2023.37302}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/37302} }
Refworks Citation Data :
Based on the Top Brand Index data for the Semarang region from 2019 to 2021, the Iphone has experienced a successive decline. The population in this study were students using Iphone in the city of Semarang who made purchases of their own accord, with a total sample of 100 respondents. Using non-probability sampling by accidental and purposive sampling. The research objective is to determine the effect of positioning, product differentiation, and brand image on purchasing decisions. This type of research is explanatory research. The data analysis method used is the regression test, and the classical assumption test, which is done with the help of software SPSS 26.0The results showed that positioning, product differentiation, and brand image partially had a positive and significant effect on purchasing decisions. Positioning, product differentiation, and brand image simultaneously have a significant effect on purchasing decisions.
Berdasarkan data Top Brand Index wilayah Semarang tahun 2019 hingga tahun 2021, Iphone mengalami penurunan secara berturut-turut. Populasi dalam penelitian ini adalah mahasiswa pengguna Iphone di Kota Semarang yang melakukan pembelian atas kemauan sendiri, dengan jumlah sampel sebanyak 100 responden. Menggunakan teknik non-probability sampling dengan cara accidental dan purposive sampling. Tujuan penelitian untuk mengetahui pengaruh positioning, diferensiasi produk, dan citra merek terhadap keputusan pembelian. Tipe penelitian ini adalah explanatory research. Metode analisis data yang digunakan adalah uji regresi, dan uji asumsi klasik, yang dilakukan dengan bantuan software SPSS 26.0. Hasil penelitian menunjukkan bahwa positioning, diferensiasi produk, dan citra merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Positioning, diferensiasi produk, dan citra merek secara simultan berpengaruh signifikan terhadap keputusan pembelian.
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