Pengaruh Positioning Terhadap Keputusan Pembelian Menjadi Nasabah Di Ajb Bumiputera 1912 Cabang Nagoya

Abstract

This research aims to know about the effect of positioning strategy on customer purchasing decisions in AJB Bumiputera 1912 Nagoya Branch. This positioning strategy plays an important role in the marketing of services. Positioning strategy which is product characteristic, price, product quality, product user (consumer), usage is expected to improve purchasing decision. Respondent of this research is Customer who has become active user of insurance policy of Mitra Asri at AJB Bumiputera 1912 Nagoya Branch. From multiple regression result, Show that there is partially influence on product characteristic variable, to purchase decision 0,707, then partially influence on price variable to purchase decision equal to 0,259, partial influence on variable of quality to purchasing decision equal to 0,555, partial influence on variable of product user to Employee purchasing decisions of 0.474, and partial influence on quality variables of 0.649 to purchase decisions at Mitra Asri policy customers in AJB Bumiputera 1912 Nagoya Branch.