ANALISIS PERBEDAAN KEPUTUSAN PEMBELIAN KONSUMEN ANTARA PRODUK SIMPATI DAN IM3 DILIHAT DARI VARIABEL PRODUK, HARGA, PROMOSI, DISTRIBUSI (Studi pada Mahasiswa Kampus III Universitas Muhammadiyah Malang)

Rizqi Faizal Maulana

Abstract


This experiment has the title ?Analysis on Differences of Consumers
Purchasing Decision between Simpati and IM3 Product viewed from Product
Variable, Price, Promotion, Distribution (Study toward college students 0f 3 rd
Campus Muhammadiyah University of Malang)?. Type of this experiment is survey
experiment. Objectives of this experiment are, first, to discover whether product
variables, price, promotion, and distribution were significant differentiate variables
simultaneously related to consumer?s purchasing decision between Simpati and IM3
product. Second, to discover dominance variable which differentiate consumer?s
purchasing decision between Simpati and IM3 product.
Benefit of This experiment particularly for the company are able to be use as
information source and evaluation about competitive advantage own by each
company, hence, could be maintained and improved. Using discriminant analysis,
therefore it can conclude that product variable, price, promotion, and distribution is
significant differentiate variable and simultaneously related to consumer?s purchasing
decision between Simpati and IM3 product. From all different purchasing decision, it
can conclude that product variable is a dominance variable which differentiate
consumer?s purchasing decision between Simpati and IM3 product.
Several suggestions to purpose for the producer of Simpati and IM3 are to
maintain its product quality, given that only qualified product needed by consumers
and able to maintain its competitive edge within the market, particularly celluler
market. Also it is expected for both companies to set affordable selling price for
consumers. Therefore, while using profitoriented
approach, it should also consider
the buying capacity within the society.

 

Keyword : Perbedaan Keputusan Pembelian Konsumen, Simpati, IM3

Link Terkait : http://skripsi.umm.ac.id/files/disk1/321/jiptummpp-gdl-s1-2009-rizqifaiza-16018-PENDAHUL-N.pdf


Keywords


Perbedaan Keputusan Pembelian Konsumen; Simpati; IM3