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All Journal Jurnal Ilmu Administrasi Bisnis
Apriatni Endang Prihatini
Departement of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275
Economics, Econometrics & Finance

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Pengaruh Positioning, Diferensiasi Produk, dan Citra Merek terhadap Keputusan Pembelian Produk Iphone (Studi pada Mahasiswa Pengguna Iphone di Kota Semarang) Anggun Widya Wijayanti; Andi Wijayanto; Apriatni Endang Prihatini
Jurnal Ilmu Administrasi Bisnis Vol 12, No 1 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.37302

Abstract

Based on the Top Brand Index data for the Semarang region from 2019 to 2021, the Iphone has experienced a successive decline. The population in this study were students using Iphone in the city of Semarang who made purchases of their own accord, with a total sample of 100 respondents. Using non-probability sampling by accidental and purposive sampling. The research objective is to determine the effect of positioning, product differentiation, and brand image on purchasing decisions. This type of research is explanatory research. The data analysis method used is the regression test, and the classical assumption test, which is done with the help of software SPSS 26.0The results showed that positioning, product differentiation, and brand image partially had a positive and significant effect on purchasing decisions. Positioning, product differentiation, and brand image simultaneously have a significant effect on purchasing decisions.Berdasarkan data Top Brand Index wilayah Semarang tahun 2019 hingga tahun 2021, Iphone mengalami penurunan secara berturut-turut. Populasi dalam penelitian ini adalah mahasiswa pengguna Iphone di Kota Semarang yang melakukan pembelian atas kemauan sendiri, dengan jumlah sampel sebanyak 100 responden. Menggunakan teknik non-probability sampling dengan cara accidental dan purposive sampling. Tujuan penelitian untuk mengetahui pengaruh positioning, diferensiasi produk, dan citra merek terhadap keputusan pembelian. Tipe penelitian ini adalah explanatory research. Metode analisis data yang digunakan adalah uji regresi, dan uji asumsi klasik, yang dilakukan dengan bantuan software SPSS 26.0. Hasil penelitian menunjukkan bahwa positioning, diferensiasi produk, dan citra merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Positioning, diferensiasi produk, dan citra merek secara simultan berpengaruh signifikan terhadap keputusan pembelian.
PENGARUH WORD OF MOUTH, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN Tjhang Tisya Via Ayuri; Andi Wijayanto; Apriatni Endang Prihatini
Jurnal Ilmu Administrasi Bisnis Vol 15, No 1 (2026)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2026.48619

Abstract

Abstract: The growth of furniture in Jepara has given rise to new business people in the furniture sector so that competition is increasingly competitive. One of them is Amadeus Design that shows a decreasing sales trend. A strategy to increase sales is needed as indicated by a decline in the purchasing power of furniture products. This research aims to determine the influence of word of mouth, price perceptions and promotions on purchase decisions for consumers of Amadeus Design furniture. This type of research is explanatory research with a quantitative approach. The sample calculation technique for this research is 100 respondents. Data collection techniques used questionnaires and interviews. The collected data was then processed using Smart PLS software version 3.3.3. The research results shows a positive and significant effect on purchasing decisions. Then, word of mouth variables, price perceptions and promotions contributed 0.642 or 64.2% to purchasing decisions. This means that purchasing decisions for Amadeus Design are influenced by word of mouth, price perceptions and promotions. Based on the research results, researchers formulated suggestions for Amadeus Design to build discussions with consumers and encourage consumers to provide reviews, set prices according to the target market, and create interesting and informative promotional content.Keywords: Word Of Mouth; Price Perception; Promotion; Purchasing DecisionsAbstrak: Pertumbuhan furniture di Jepara memunculkan pebisnis baru di bidang furniture sehingga persaingan semakin kompetitif. Salah satunya ialah Amadeus Design. Pada perjalanannya, terlihat bahwa periode 2019 – 2023 memperlihatkan tren penjualan yang penunurun. Strategi peningkatan penjualan diperlukan sebagaimana terindikasi penurunan daya beli produk furniture. Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, persepsi harga dan promosi terhadap keputusan pembelian studi pada konsumen furniture Amadeus Design. Tipe penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Teknik perhitungan sampel  penelitian ini sejumlah 100 responden. Teknik pengumpulan data menggunakan kuesioner dan wawancara. Data yang terhimpun kemudian diolah menggunakan software Smart PLS versi 3.3.3. Hasil penelitian yang telah diolah menggunakan Smart PLS bahwa menunjukkan bahwa word of mouth, persepsi harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kemudian, variabel word of mouth, persepsi harga dan promosi memberikan kontribusi sebesar 0.642 atau 64,2% terhadap keputusan pembelian. Artinya, keputusan pembelian Amadeus Design dipengaruhi oleh word of mouth, persepsi harga dan promosi. Berdasarkan hasil penelitian, peneliti merumuskan saran bagi Amadeus Design untuk membangun diskusi dengan konsumen dan mendorong konsumen memberikan ulasan, menetapkan harga sesuai dengan target pasar, dan membuat konten promosi yang menarik dan informatif.Kata Kunci: Word Of Mouth; Persepsi Harga; Promosi; Keputusan Pembelian
Co-Authors Andi Wijayanto Anggun Widya Wijayanti Tjhang Tisya Via Ayuri