Pengaruh Diferesiasi Produk dan Citra Merek terhadap Keputusan Pembelian Susu Kedelai Madu (Studi Kasus Pada Home Industri Susu “SKM” di Desa Labruk Kidul Kecamatan Sumbersuko Kabupaten Lumajang)

  • Mufidatul Khoiroh Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Hesti Budiwati Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
Keywords: Product Differentiation, Brand Image, Purchase Decision

Abstract

The total marketing system of business activities designed for prices, promotions and goods that can meet the needs and objectives of the market as well as corporate goals.This research is a quantitative research by looking for associative relationship which is causal or research that is asking about the relationship between two or more variables and causality. The study aims to determine the effect of Product Differentiation and Brand Image on purchasing decision of honey soy milk in Labruk Kidul Sumbersuko Lumajang village either partially or simultaneously. This study tested the hypothesis that there is influence of Diferensiasi prooduk to purchase decision, there influence of brand image to decision of purchasing, and there is influence of differentiation of prooduk and brand image simultaneously to purchasing decision of honey soybean milk in Labruk Kidul Sumbersuko Lumajang Village. The result of the research on 45 respondents by using multiple linear regression analysis is the effect of product differentiation on purchasing decision, there is no influence of brand image to purchase decision, and there is influence of product differentiation and brand image simultaneously to purchasing decision of honey soy milk in Labruk Kidul Sumbersuko Village Lumajang.

Published
2019-03-04
Section
Articles