Meningkatkan keputusan pembelian melalui integrated marketing communication (imc), brand positioning dan kualitas produk

M. Fadhilah, Putri Dwi Cahyani, Mutiah Nurrohmah
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Abstract

The advances in technology have influenced society’s life style, also on the interest in the use of private vehicles such us motorcycles for everyday activities. Honda Genio is the recent scooter matic product of PT Astra Honda Motor, however based on the sales data at PT Tunas Jaya Mekararmada , the sales of Honda Genio tend to be lower compared with the type of scooter matic Honda. The purpose of this study was to find out the influence of Integrated Marketing Communication (IMC), brand positioning, and product quality on the decision of Purchasing Honda Genio. The technique used in this research is purposive sampling by distributing questionnaires to 80 participants as measured by the likert scale. We used multiple linear regression for the data analysis method. The results showed that Integrated Marketing Communication (IMC) does’not effect on purchasing decision, brand positioning and product quality have a positive effect on purchasing decision. The results in this study also showed that simultaneous integrated marketing communication (IMC), brand positioning and product Quality, influence on purchasing decision
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科技的进步影响了社会的生活方式,也影响了人们在日常活动中使用摩托车等私人交通工具的兴趣。本田Genio是PT Astra Honda Motor最近推出的踏板车产品,但是从PT Tunas Jaya Mekararmada的销售数据来看,本田Genio的销量相对于本田踏板车的类型来说是比较低的。本研究旨在探讨整合行销传播(IMC)、品牌定位、产品品质对购买本田神威决策的影响。在本研究中使用的技术是有目的的抽样,通过发放问卷的80名参与者作为测量李克特量表。数据分析方法采用多元线性回归。结果表明,整合营销传播对购买决策没有影响,品牌定位和产品质量对购买决策有正向影响。研究结果还显示,同步整合营销传播(IMC)、品牌定位和产品质量对购买决策的影响
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