Pengaruh Positioning Terhadap Keputusan Pembelian Menjadi Nasabah Di Ajb Bumiputera 1912 Cabang Nagoya
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Date
2017-07-19
Authors
Vera, Vetty
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
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.
Description
Keywords
Manajemen Bisnis, Administrasi Bisnis, Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan), Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi), Economics (Ilmu Ekonomi)