Open AccessPengaruh Diferensiasi, Promosi Dan Positioning Terhadap Keputusan Pembelian Pada Laptop ASUS
Author(s) -
Nofritar
Publication year - 2021
Publication title -
jurnal ekobistek
Language(s) - English
Resource type - Journals
eISSN - 2527-9483
pISSN - 2301-5268
DOI - 10.35134/ekobistek.v7i2.17
Subject(s) - laptop , purchasing , promotion (chess) , product (mathematics) , business , advertising , value (mathematics) , marketing , sample (material) , order (exchange) , computer science , mathematics , statistics , political science , physics , geometry , finance , politics , law , thermodynamics , operating system
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 purchasedecisions. 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.