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All Journal (JDAB) Jurnal Dinamika Administrasi Bisnis E-JRM
Ramadhani, Angga
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI BIG COLA DI SURABAYA Ramadhani, Angga; Nasution, Ute Chairuz; Pratiwi, Ni Made Ida
Jurnal Dinamika Administrasi Bisnis Vol 2 No 2 (2016): Jurnal "Dinamika Administrasi Bisnis"
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jdab.v2i2.2155

Abstract

Many Companies are trying to seize the market area in various ways in the show innovation in produdcts or services are produced. Companies must be able to determine appropriate market aspects so that the business can survive and the company’s main goal is reached. On the other hand many underlying factors that influence and consumers to buy such a product, the influence of product, price and promotion. Factors mentioned above become one of determining the consumer’s decision to buy a product. This study uses a quantitative method with multiple linear regression analysis. The purpose of this study to determine how much influence the product, price and promotion of consumer decision.Based on the research results, it can be seen that the product, price and promotion and very strong positive influence on consumer decision and variable promotion dominant influence over the decisions of consumer of the other variables. Keywords: Product, Price, Promotion, Consumer Decision.
Pengaruh Inovasi Desain, Diferensiasi Produk Dan Ekuitas Merek Terhadap Keputusan Pembelian Laptop Merek Asus (Studi Kasus Mahasiswa Universitas Islam Malang) Ramadhani, Angga; Wahono, Budi; Bastomi, Mohammad
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to determine the effect of design innovation, product differentiation and brand equity on purchasing decisions for Asus brand laptops. The independent variables in this study are design innovation, product differentiation and brand equity while the dependent variable is purchasing decisions. This study uses quantitative research. This study is a primary study using a questionnaire, the respondents are students of the Islamic University of Malang. This study uses a Likert scale as a method of collecting data. The respondents used were 80 students. It can be seen that the results of this study are that the design innovation variable has a positive and significant effect on purchasing decisions (0.000 <0.05), the product differentiation variable does not affect decisions of purchasing (0.783> 0.05) and brand equity variable has a significant effect on  the purchasing decisions (0.049 <0.05). Keywords: Design Innovation, Product Differentiation, Brand Equity, Purchasing Decisions, Asus, Laptops.
Co-Authors Bastomi, Mohammad Nasution, Ute Chairuz Pratiwi, Ni Made Ida