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All Journal Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Dani, Ayu Rama
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Economics, Econometrics & Finance

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STRATEGI DIFERENSIASI PRODUK, CITRA MEREK, TARGETTING, DAN POSITIONING PASAR TERHADAP KEUNGGULAN KOMPETITIF MINUMAN LEGA DI LABUHANBATU (Studi Kasus Konsumen Minuman Lega) Dani, Ayu Rama; Nasution, Ade Parlaungan; Safri, Hayanuddin
JURNAL MANAJEMEN AKUNTANSI (JUMSI) Vol 1, No 1: JANUARI 2021
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the product differentiation strategy, brand image, targetting and market positioning of the competitive advantage of Lega drinks in Labuhanbatu, a case study of Lega drink consumers. The population in this study are consumers who buy directly at the Lega Outlet located at Jln. Kihajar Dewantara, Kec. Rantau Selatan, Kab. Labuhanbatu. In this study, using a sample of 80 people. This study used the simple random sampling method, where the penarika was randomized by providing equal opportunities for each member of the population to express their opinion. In simultaneous testing (Test F), it is known that product differentiation, brand image, targetting, and market positioning have a positive and significant effect on competitive advantage. Partially (t test) it is known that product differentiation and brand image have a positive effect on competitive advantage. Meanwhile, targetting and market positioning do not have a positive and significant effect on competitive advantage. Through the determinant coefficient test, the Adjusted R Square value of 0.355 or 35.5 can be obtained. Competitive advantage can be explained by product differences, brand image, targetting, and market position, while the 64.5 side can be explained by other variables not discussed in this study. The feasibility test of the research instrument and descriptive analysis of the characteristics of the respondents used the SPSS (Statistical Package For The Social Science) software Version 22.
Strategi Diferensiasi Produk, Citra Merek, Targetting, dan Positioning Pasar Terhadap Keunggulan Kompetitif Minuman Lega di Labuhanbatu (Studi Kasus Konsumen Minuman Lega) Dani, Ayu Rama; Nasution, Ade Parlaungan; Safri, Hayanuddin
Jurnal Manajemen Akuntansi (JUMSI) Vol 1, No 1: 2021
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v1i1.2101

Abstract

This study aims to determine the product differentiation strategy, brand image, targetting and market positioning of the competitive advantage of Lega drinks in Labuhanbatu, a case study of Lega drink consumers. The population in this study are consumers who buy directly at the Lega Outlet located at Jln. Kihajar Dewantara, Kec. Rantau Selatan, Kab. Labuhanbatu. In this study, using a sample of 80 people. This study used the simple random sampling method, where the penarika was randomized by providing equal opportunities for each member of the population to express their opinion. In simultaneous testing (Test F), it is known that product differentiation, brand image, targetting, and market positioning have a positive and significant effect on competitive advantage. Partially (t test) it is known that product differentiation and brand image have a positive effect on competitive advantage. Meanwhile, targetting and market positioning do not have a positive and significant effect on competitive advantage. Through the determinant coefficient test, the Adjusted R Square value of 0.355 or 35.5 can be obtained. Competitive advantage can be explained by product differences, brand image, targetting, and market position, while the 64.5 side can be explained by other variables not discussed in this study. The feasibility test of the research instrument and descriptive analysis of the characteristics of the respondents used the SPSS (Statistical Package For The Social Science) software Version 22.
STRATEGI DIFERENSIASI DALAM MENENTUKAN POSITIONING PASAR (Studi Kasus Minuman LEGA di Labuhanbatu) Prayoga, Yudi; Dani, Ayu Rama
Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) Vol 1, No 1: 2020
Publisher : LPPM Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ebma.v1i1.1902

Abstract

This study is intended to determine the differentiation strategy in determining market positioning (case study of LEGA drinks in Labuhanbatu). This research was conducted using a purposive sampling technique with the poulation that the consumer of LEGA drinks at Jln KH Dewantara, Kec. Rantau Selatan. a sample of 30 respondents who had consumed LEGA drinks in Labuhanbatu and the sampling method was carried out by giving questions in the form of questionnaires and interviews where each question answered would be expressed in numerical form based on the linkert scale. The analysis tool used is a simple analysis. Based on the results of data analysis and hypothesis testing, it is concluded that the independent variables partially affect the dependent variable, including product, service, personnel, and image have an effect on the market positioning of LEGA drinks in Labuhanbatu, with F count, namely, 61.678.
Co-Authors Ade Parlaungan Nasution, Ade Parlaungan Prayoga, Yudi Safri, Hayanuddin Safri, Hayanuddin