JMB : Jurnal Manajemen dan Bisnis

Articles

Vol 7 No 1 (2018): JMB : Jurnal Manajemen dan Bisnis

PENGARUH STRATEGI POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PRODUK JASA ASURANSI PADAPT. JIWASRAYA DI TANGERANG

DOI:
https://doi.org/10.31000/jmb.v7i1.1569
Telah diserahkan
Mei 3, 2019
Diterbitkan
Mei 3, 2019

Abstrak

The purpose of this research is to identify and analize the effect of
positioning strategy to product, price and service on the decision purchase
costumer at PT. Jiwasraya in Tangerang. Population is customer of PT.
Jiwasraya in Tangerang. The sampling technique used purposive sampling
method that is sampled because someone happened to be in this
research at PT. Jiwasraya in Tangerang. This research used multiple linier
regression analysis with sigifikan alpha 5%. The result showed that
product, price and service have significant effect to the decision purchase
customer at PT. Jiwasraya in Tangerang. The partial test showed that
product and price have positive and significant to the decision purchase
costumer at PT. Jiwasraya in Tangerang. Service have positive and not
significant to the decision purchase costumer at PT. Jiwasraya in
Tangerang. Through testing the adjusted coefficient of determination
(Adjusted R square) obtained a value of 0,611 or 61,1% the decision
purchase customer decision as the dependent variable can be explained
by the product, price, and service as independent variables. While the
remaining 38,9% can be explained by other variables not examined in
this study.

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