DIFERENSIASI PRODUK, PERSEPSI HARGA, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN - Anggi Dwi Astuti; Bogy Febriatmoko (Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi, 2023)
AbstractThis study aims to analyze the effect of product differentiation, price perception, brand image and promotion on lenovo laptop purchasing decisions. The data used is sourced from a questionnaire in the form of a google form link (primary data). The sampling method used purposive sampling method, namely the technique of determining the sample based on certain criteria or considerations. The results showed that product differentiation, price perception, brand image and promotion had a partially significant positive effect on purchasing decisions for Lenovo laptops. The higher the product differentiation, price perception, brand image and promotion, it will increase the purchasing decision of Lenovo Laptops. This study used a quantitative method. The study population was Lenovo laptop users in Central Java Province. The instrument used was a questionnaire, and the data analysis technique used multiple regression. The results of the regression coefficient test of product differentiation, price perception, brand image and promotion show a significant positive effect on purchasing decisions. Meanwhile, the t test results show that product differentiation, price perception, brand image and promotion show that they have a partially significant positive effect on purchasing decisions for Lenovo laptops.Keywords: product differentiation; price perception; brand image; buying decision, promotion. AbstrakPenelitian ini bertujuan menganalisis pengaruh diferensiasi produk, persepsi harga, citra merek dan promosi terhadap keputusan pembelian Laptop Lenovo. Data yang dipakai bersumber dari kuesioner berupa link google form (data primer). Metode pengambilan sampel memakai metode metode purposive sampling yaitu teknik penentuan sampel yang berdasarkan kriteria-kriteria atau pertimbangan tertentu. Hasil penelitian menunjukkan bahwa diferensiasi produk, persepsi harga, citra merek dan promosi berpengaruh positif signifikan secara parsial terhadap keputusan pembelian Laptop Lenovo. Semakin tinggi diferensiasi produk, persepsi harga, citra merek dan promosi maka akan meningkatkan keputusan pembelian Laptop Lenovo. Penelitian ini menggunakan metode kuantitatif, Populasi penelitian adalah pengguna laptop Lenovo di Provinsi Jawa Tengah. Instrumen yang digunakan adalah angket, dan teknik analisis data menggunakan regresi berganda. Hasil uji koefisien regresi diferensiasi produk, persepsi harga, citra merek dan promosi menunjukkan pengaruh yang signifikan positif terhadap keputusan pembelian.Sedangkan hasil uji t bahwa diferensiasi produk, persepsi harga,citra merek dan promosi menunjukkan bahwa berpengaruh positif signifikan secara parsial terhadap keputusan pembelian laptop Lenovo.Kata kunci: diferensiasi produk; persepsi harga; citra merek; keputusan pembelian, promosi.