Purchasing Decision of Beverages Products with Consumer Perception and Positioning Determination (Study at Production Area of Adem Sari Ching Ku)

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.

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Abstract

Background - This study aims to determine the effect of consumer perception and positioning on the purchase decision of Adem Sari Ching Ku product in the region where it is produced. The research design used are descriptive and verificative, with analytical unit that had bought and consumed of Adem Sari Ching Ku product, obtained by purposive sampling technique. Test of instruments used are the validity test, reliability and classical assumptions. Data analysis method used multiple linear regression to know the influence, correlation and determination of independent variable to dependent variable, which then tested hypothesis through F test and t test. The results showed that consumer perception and positioning simultaneously and partially have a positive and significant impact on purchasing decisions. It proves that consumer perception and positioning prove that product attributes become an important reason for consumers in deciding to buy the product Purpose - This study aims to determine the effect of consumer perception and positioning on the purchase decision of Adem Sari Ching Ku product in the region where it is produced Design/Methodology/Approach - The research design used are descriptive and verificative, with analytical unit that had bought and consumed of Adem Sari Ching Ku product, obtained by purposive sampling technique. Test of instruments used are the validity test, reliability and classical assumptions. Data analysis method used multiple linear regression to know the influence, correlation and determination of independent variable to dependent variable, which then tested hypothesis through F test and t test Findings - The results showed that consumer perception and positioning simultaneously and partially have a positive and significant impact on purchasing decisions. It proves that perception consumer and positioning prove that product attributes become an important reason for consumers in deciding to buy the product

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