Pengaruh Strategi Positioning Terhadap Keputusan Konsumen Membeli Teh Kotak Ultrajaya
Abstract
Teh Kotak is a soft drink that was first produced in Indonesia by PT Ultrajaya Milk Industry & Trading Company. Teh Kotak dominate sales of soft drinks in cardboard packaging. From the category of soft drinks tea in a tea cartons Teh Botol Sosro a contender, while the soft drinks category in either cardboard packaging, glass, and PET are the main competitors Teh Kotak is a soft drink instant tea in glass and PET packaging. To maintain the position of Teh Kotak, then the positioning strategy includes seven variables; the attributes of the product (X1), price (X2), benefits (X3), competition (X4), category (X5), use (X6), and users (X7 ) to the consumer's decision to buy Teh Kotak. The purpose of the study; 1) to analyze the positioning strategy Teh Kotak. (2) to analyze the consumer's decision to buy Teh Kotak. (3) To analyze the effect of positioning strategies on consumer buying decisions Teh Kotak. To determine how much 5 influence the independent variable on the dependent variable used multiple regression analysis. Test is used to test the research instrument in the form of test validity and reliability. Hypothesis testing using the F test and t test. From the analysis of test instruments, all variables are declared invalid and reliability, so it can be continued regression analysis and hypothesis testing. From the analysis of the F test and t test hypotheses obtained all independent variables positively influence purchasing decisions Teh Kotak and obtained the most dominant variable influencing the purchasing decisions that is benefit Teh Kotak products (X3) with t count (6,871) and significantly smaller than the 0.000 significant used (0.1). Teh Kotak high purchasing decisions reflected in the amount of product sales of soft drinks tea (1-15 April 2014) compared to other soft drinks tea. Based on the analysis of multiple linear regression showed that the positioning strategy significantly influence the consumer's decision to buy Teh Kotak, where the higher the positioning strategy will increase the purchasing decisions Teh Kotak.
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