Lucky, Hikmat Maulana and Rachmat, Gunawan and Rizka, Asrifatun (2018) Purchasing Decision of Beverages Products with Consumer Perception and Positioning Determination (Study at Production Area of Adem Sari Ching Ku). International Conference of Current Issues in Educations, Economics, Social Science and Humanities (ICIESH).
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Abstract
This study aims to determine the effect of perception and positioning on beverages product purchasing decision. The research design used are descriptive and verificative. Data analysis method used linear regression, then hypothesis tested. The results showed that perception and positioning simultaneously and partially have a positive and significant impact on purchasing decisions. It proves that perception and positioning prove that product attributes become an important reason for consumers in deciding to buy the product.
| Item Type: | Article |
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| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi (FE) > Manajemen |
| Depositing User: | Andri Brawijaya |
| Date Deposited: | 14 Oct 2021 06:23 |
| Last Modified: | 14 Oct 2021 06:23 |
| URI: | http://repository.unida.ac.id/id/eprint/1165 |
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