PENGARUH DIFERENSIASI PRODUK DAN MEREK TERHADAP KEPUTUSAN PEMBELIIAN ICE CREAM WALL’S (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN

Sirait, Jenita Lamria (2015) PENGARUH DIFERENSIASI PRODUK DAN MEREK TERHADAP KEPUTUSAN PEMBELIIAN ICE CREAM WALL’S (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN. Undergraduate thesis, UNIMED.

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Abstract

Diferensiasi produk adalah kegiatan memodifikasi produk menjadi menarik. Diferensiasi ini memerlukan penelitian pasar yang cukup serius agar bisa benar-benar berbeda, diperlukan pengetahuan tentang produk. Di era lingkungan bisnis yang sangat kompetitif ini , merek juga merupakan salah satu aset yang menciptakan diferensiasi dan nilai bagi perusahaan. Merek yang sukses dan terkenal menyediakan jaminan kualitas bagi konsumennya serta mampu melampaui segala atribut dan fitur produk itu sendiri. Banyak perusahaan mencari pertumbuhan melalui produk-produk baru dengan menggunakan nama merek yang sudah ada. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Diferensiasi Produk dan Merek Terhadap Keputusan Pembelian. Variabel bebas diferensiasi produk dan merek sedangkan variabel terikat dalam penelitian ini yaitu Keputusan Pembelian. Jenis penelitian dengan metode penelitian menyebar kuesioner. Populasi pada penelitian ini yaitu mahasiswa Fakultas Ekonomi Universitas Negeri Medan pernah mengkonsumsi es krim Wall’s. Sampel pada penelitian ini sebanyak 96 orang responden. Teknik sampling yang digunakan pada penelitian ini adalah teknik purposive sampling. Teknik analisis data yang digunakan adalah Analisis Regresi Linier Berganda. Berdasarkan analisis data statistik, indikator-indikator pada penelitian ini bersifat valid dan variabelnya bersifat reliabel. Pada pengujian asumsi klasik, model regresi bebas multikolonieritas, tidak terjadi heteroskedastisitas, dan berdistribusi normal. Adapun persamaan regresi yang terbentu adalah sebagai berikut: Y = 1,655 + 0,107 X1 + 0,582 X2+e Persamaan regresi tersebut menunjukkan bahwa variabel diferensiasi produk (X1) mempengaruhi keputusan pembelian sebesar 0,107 atau 10,7%, diikuti variabel Merek (X2) yang mempengaruhi keputusan pembelian sebesar 0,582 atau 58,2%.Berikutnya nilai Thitung diferensiasi produk sebesar 2,089 dan nilai Thitung merek sebesar 7,241. Uji F menghasilkan nilai 32,043 yang lebih besar dibandingkan dengan Ftabel. Maka Diferensiasi produk, merek dapat disimpulkan berpengaruh secara simutan dan parsial terhadap keputusan pembelian.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorTeviana, 196504302003
Call Number: 658.84 Sir p
Keywords: diferensiasi produk, merek ; keputusan pembelian
Subjects: H Social Sciences > HB Economic Theory. Demography
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
H Social Sciences > HG Finance > HG4001 Finance management. Business finance. Corporation finance
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Intan Nurhidayati
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/14427

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