KURNIAWAN, RYAN (2020) ANALISIS STRATEGI SEGMENTING, TARGETING & POSITIONING TERHADAP KEPUTUSAN PEMBELIAN BATERAI MERK ALL MAKES TRANSPORT. S1 thesis, Universitas Mercu Buana Bekasi.
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2. Abstrak.pdf Download (201kB) | Preview |
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3. Lembar Pernyataan.pdf Download (523kB) | Preview |
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4. Lembar Pengesahan.pdf Download (516kB) | Preview |
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5. Kata Pengantar.pdf Download (248kB) | Preview |
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6. Daftar Isi.pdf Download (202kB) | Preview |
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7. Daftar Tabel.pdf Download (198kB) | Preview |
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8. Daftar Gambar.pdf Download (197kB) | Preview |
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9. Daftar Lampiran.pdf Download (197kB) | Preview |
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Abstract
Abstrak PT XYZ merupakan sebuah distributor kendaraan alat berat yang berdiri sejak 15 November 1976. PT XYZ memerlukan strategi pemasaran yang sesuai untuk memasarkan produk ini agar konsumen mau membeli produknya. Strategi pemasaran adalah salah satu faktor yang mempengaruhi pelanggan untuk membeli suatu produk, dalam kata lain disebut juga keputusan pembelian. Penelitian ini bertujuan untuk menguji pengaruh Strategi Segmenting, Targeting & Positioning terhadap Keputusan Pembelian. Penelitian ini menggunakan teknik pengumpulan data berupa kuesioner yang diisi oleh pengguna kendaraan bermotor sebagai responden. Data dipilih dengan menggunakan random sampling. Alat analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, dan uji regresi linier. Hipotesis dalam penelitian ini diuji menggunakan uji t. Kesimpulan dari pengujian ini adalah Strategi Segmenting memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, Strategi Targeting memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, Strategi Positioning memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Keputusan Pembelian, Segmenting, Targeting, Positioning Abstract PT XYZ is a distributor of heavy equipment vehicles that were established on November 15, 1976. PT XYZ need appropriate marketing strategy to selling battery product that consumers want to buy this products. Marketing strategy is one of the factors that influence customers to buy products, in other words also called a purchasing decision. This study aimed to discuss the Segmenting, Targeting & Positioning Strategy for Purchasing Decisions. This study uses data collected techniques consisting of questionnaires filled out by vehicle users who are supported by respondents. Data selected using random sampling. Data analysis tools used are validity test, reliability test, classic assumption test, and linear regression test. The hypothesis in this study uses t test. The conclusion of this test is the Segmenting Strategy has a positive and significant influence on purchasing decisions, the Targeting Strategy has a positive and significant influence on purchasing decisions, the Positioning Strategy has a positive and significant influence on purchasing decisions. Keywords: Purchasing Decisions, Segmenting, Targeting, Positioning
| Item Type: | Thesis (S1) |
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| Call Number CD: | FT/IND 20 011 |
| NIM/NIDN Creators: | 41617320037 |
| Uncontrolled Keywords: | Kata Kunci: Keputusan Pembelian, Segmenting, Targeting, Positioning |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 14 Apr 2022 06:56 |
| Last Modified: | 14 Apr 2022 06:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59921 |
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