PENGARUH POSISI PRODUK (PRODUCT POSITIONING) DAN DIFERENSIASI PRODUK (PRODUCT DIFFERENTIATION) TERHADAP CITRA MEREK (BRAND IMAGE ) KARTU PERDANA IM3

RIAN PURNAMA JAYA, . (2013) PENGARUH POSISI PRODUK (PRODUCT POSITIONING) DAN DIFERENSIASI PRODUK (PRODUCT DIFFERENTIATION) TERHADAP CITRA MEREK (BRAND IMAGE ) KARTU PERDANA IM3. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

Text Pengaruh Product Positioning dan Product Differentiation ( Rian Purnama Jaya ).pdf Download (2MB)

Abstract

Tujuan penelitian ini adalah: 1) Mengetahui deskripsi mengenai product positioning, product differensiation, dan brand image kartu IM3. 2) Untuk menguji secara empiris pengaruh product positioning kartu IM3 terhadap brand image kartu IM3. 3) Untuk menguji secara empiris pengaruh product differentiation kartu IM3 terhadap brand image kartu IM3. 4) Untuk menguji secara empiris pengaruh product positioning, product differentiation secara bersamaan terhadap brand image kartu perdana IM3. Analisis yang dilakukan pada penelitian ini adalah analisis deskriptif dan kausal. Penelitian dilakukan terhadap 227 mahasiswa pengguna kartu IM3 yang berada di Fakultas Ekonomi Universitas Negeri Jakarta , sedangkan teknik pengumpulan data dilakukan dengan menyebarkan kuisioner, yang kemudian diolah menggunakan SPSS. Hasil analisis menunjukkan bahwa product positioning berpengaruh positif dan signifikan terhadap brand image, kemudian product differentiation juga berpengaruh positif dan signifikan terhadap brand image. Lalu secara bersamasama atau simultan, product positioning dan product differentiation berpengaruh positif dan signifikan brand image. Temuan empiris tersebut mengindikasikan bahwa untuk menciptakan dan mempertahankan brand image, kartu IM3 perlu memperhatikan faktor-faktor seperti product positioning dan product differentiation karena faktor-faktor tersebut terbukti mempengaruhi brand image kartu IM3. ***** The purposes of this research are: 1) To know the description of the product positioning, product differentiation, and brand image SIM Card IM3. 2) To know empirically the effect of product positioning SIM Card IM3 of the brand image SIM Card IM3 . 3) To know empirically the effect of product differentiation to the brand image IM3. 4) To know empirically the effect of product positioning, product differentiation simultaneously to the brand image SIM Card. The analysis implemented in this research are descriptive and causal analysis. This research is taken 227 student users who are in the Faculty of Economics, State University of Jakarta, while the techniques of data collection is done by distributing questionnaires, which are then processed using SPSS. The analysis showed that the product positioning positive influence and significant on brand image, and product differentiation is also positive influence and significant on brand image. Then together or simultaneously, product positioning and product differentiation positive influence and significant on brand image. The empirical findings indicate that in order to create and maintain brand image, IM3 need to consider factors such as product positioning and product differentiation due to these factors shown to influence brand image IM3.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Mohamad Rizan, SE., MM., ; 2). Agung Kresnamurti, ST, MM.,
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 14651 not found.
Date Deposited:	03 Aug 2022 02:07
Last Modified:	03 Aug 2022 02:07
URI:	http://repository.unj.ac.id/id/eprint/32214

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