ANALISIS PENGARUH DIFERENSIASI, PROMOSI DAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pelanggan Sepeda Motor Merek Honda di Kota Tangerang)
DOI:
https://doi.org/10.31000/jmb.v7i1.1565Abstrak
The purpose of the study is to analyze how much influencedifferentiation, promotion and positioning on purchase decision of
Honda motorcycles customers. The sample of research is 100 Honda
motorcycles customers in Tangerang. The sampling technique uses
convenience sampling. Data collection using questionnaire. The method
used in this research is the method of verification to determine the
effect of differentiation, promotion and positioning on purchase decision.
The test statistic used is designing the structural model, designing a
measurement model, construct the path diagram, test the model fit.
Suitability test structural models and hypotheses using software LISREL
8.80. The results showed that differentiation and promotion have a
significant effect on customer satisfaction, whereas positioning have no
significant effect on purchase decision.
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Unduhan
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