PENGARUH BRAND POSITIONING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RESTORAN SINDANG RERET LEMBANG

• Main Author: Yani Selviani, - (Author)
• Format: Book
• Published: 2019-05-24.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/35586/5/S_MIK-1500928_File%20judul.pdf; http://repository.upi.edu/35586/1/S_MIK_1500928_%20daftar%20isi.pdf; http://repository.upi.edu/35586/2/S_MIK_1500928_abstrak.pdf; http://repository.upi.edu/35586/6/S_MIK_1500928_chapter%201.pdf; http://repository.upi.edu/35586/7/S_MIK_1500928_chapter%202.pdf; http://repository.upi.edu/35586/8/S_MIK_1500928_chapter%203.pdf; http://repository.upi.edu/35586/9/S_MIK_1500928_chapter%204.pdf; http://repository.upi.edu/35586/10/S_MIK_1500928_chapter%205.pdf; http://repository.upi.edu/35586/4/S_MIK_1500928_bibilography.pdf; http://repository.upi.edu/35586/3/S_MIK_1500928_Appendix.pdf
• Keywords: GV Recreation Leisure; H Social Sciences (General); HD28 Management. Industrial Management

ABSTRAK Yani Selviani, 1500928. Pengaruh Brand Positioning Terhadap Keputusan Pembelian di Restoran Sindang Reret Lembang, di bawah bimbingan Dr. Dewi Turgarini, S.S,M.M.Par., dan Oman Sukirman S.E.M.M Tujuan penelitian ini adalah untuk mengetahui gambaran Brand Positioning dan keputusan pembelian. Dalam penelitian. ini yang diteliti adalah variabel independent variabel (X) yang terdiri dari nilai, keunikan, kredibilitas, keberlanjutan dan kesesuain. Dependent variabel (Y) yaitu keputusan pembelian. jenis penelitian yang digunakan adalah kuantitatif dengan analisis deskriftif dan varifikatif. Metode yang dugunakan adalah purposive Sampling dan explanatory survey. Objek dalam penilitian ini adalah 100 responden teknik pengumpulan data yang digunakan adalah wawancara, observasi, kuesioner, dan studi literature. Teknis data yang digunakan adalah regresi linier berganda dengan menggunkan perhitungan spss 21 for windows. Hasil dari penelitian antara lain terdapat 20% nilai, 19,2% keunikan, 20% ktedibilitas, 20,2% Keberlanjutan dan 20,6% kesesuaian berpengaruh terhadap keputusan pembelian. Namun hasil akhir brand positioning terhadap keputusan pembelian secara parsial dan simultan adalah signifikan kecuali dimensi nilai yang tidak signifikan. Kata kunci : Brand Positioning, Keputusan Pembelian, Restoran Sunda. ABSTRACT Yani Selviani, 1500928. The influence of the Brand Positioning of the Purchase Decision at Restaurant Sindang Reret Lembang, Supervised Dr. Dewi Turgarini, S.S,M.M.Par., dan Oman Sukirman S.E.M.M The purpose of this research is to know the description of Brand Positioning and purchasing decisions. In the research. These independent variables were studied variables (X) which consist of value, uniqueness, credibility, sustainability and kesesuain. The dependent variable (Y), namely purchasing decisions. This type of research is quantitative analysis with deskriftif and varifikatif. Methods that white is a method of Purposive Sampling and explanatory survey. Objects in the penilitian this is the 100 respondents data collection techniques used are interviews, observations, questionnaires, and study of literature. Technical data used was multiple linear regression with spss calculations with 21 for windows. The results of the research there were among others 20% 19.2% value, uniqueness, 20% kredibilitas 20.2%, 20.6% and Sustainability of conformity influence on purchasing decisions. But the final results of the brand positioning of partially and simultaneous purchase is significant except for the dimension value that is not significant. Keywords: Brand Positioning, Purchase Decision, Sundanese Restaurant.