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All Journal Jurnal Media Informasi Manajemen
Ulfah Ulfah
Universitas Sumatera Utara
Computer Science & IT Languange, Linguistic, Communication & Media

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PENGARUH STATUS PIONIR SEBUAH MEREK TERHADAP SIKAP KONSUMEN PADA TEH BOTOL SOSRO (STUDI KASUS PADA MAHASISWA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SUMATERA UTARA Kharisma Sari Pardede; Ulfah Ulfah
Jurnal Media Informasi Manajemen Vol 1, No 4 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

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Abstract

This study aims to determine the influence of pioneer status of a brand to the consumer attitudes for Teh Botol Sosro for students of Social and Political Science, University od North Sumatera. This research is descriptive quantitative. Data used are primary and secondary data obtained through the study of the measurement documentation and questionnaries using Likert’ scale. The population in this study were all students of Social and Political Science, University of North Sumatera who had consumed Teh Botol Sosro whose numbers unknown. Sampling technique using a  accidental sampling method. The analysis method used is descriptive analysis method and the simple regression analysis method. The results of this study indicate that the pioneers status of a brand have a positive and significant impact on consumers attitude towards the category of beverage Teh Botol Sosro to the students of Social and Political Science, University of North Sumatera.  R Square = 0,370, meaning 37% of the factors in consumer attitudes can be explained by the independent variable which is pioneer status while the remaining 63% explained by other factors not examined in this study Keywords: Pioneer Status of Teh Botol Sosro, Consumer Attitudes
PENGARUH KEMASAN, KUALITAS, MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SAMPO PANTENE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SUMATERA UTARA windi yulisa zulkarnain; ulfah ulfah
Jurnal Media Informasi Manajemen Vol 1, No 4 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (238.81 KB)

Abstract

Abstract This research aims to determine and analyze the influences packaging, quality, branding and price for purchasing decision of shampoo Pantene on Faculty of Economic University of North Sumatera’s students. Sampling technique using a purposive sampling method. With target of 97 population are Faculty of Economic University of North Sumatera’s students who had purchased and using shampoo Pantene. This research using data by questionnaire and documentation. Measured data using Likert scale. Data processing with hypothesis testing using linier regresion analysis. The results of this research showed quality and branding have a positive and significant effect for purchasing decision of shampoo Pantene on Faculty of Economic University of North Sumatera’s students but packaging and price have a positive but not significant effect for purchasing decision of shampoo Pantene on Faculty of Economic University of North Sumatera’s. Rated R sequare = 59,6% mean that relation of variabel tight enough. Keywords: Consumer Involvement, Differences inter Brands, Buying Decision
Co-Authors Kharisma Sari Pardede windi yulisa zulkarnain