ABSTRAK
Pengaruh Product Positioning terhadap Keputusan Pembelian Air Mineral Merek Aqua pada Mahasiswa Fakultas
Ekonomi dan Bisnis Universitas Sumatera Utara
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh
product positioning terhadap keputusan pembelian air mineral merek Aqua pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara yang pernah membeli air mineral merek Aqua. Teknik pengambilan sampel menggunakan accidental sampling dengan jumlah sampel sebanyak 93 mahasiswa. Jenis data yang digunakan adalah data primer dan data sekunder yang diperoleh melalui studi dokumentasi dan kuesioner yang pengukurannya menggunakan skala Likert. Teknik analisis yang digunakan adalah teknik analisis deskriptif dan analisis statistik dengan menggunakan regresi sederhana.
Hasil yang didapat dari penelitian ini menunjukkan bahwa product positioning berpengaruh positif dan signifikan terhadap keputusan pembelian air mineral merek Aqua pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Nilai R Square = 0,319, berarti 31,9% faktor-faktor keputusan pembelian dapat dijelaskan oleh variabel bebas yaitu product positioning
sedangkan sisanya 69,1% dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini.
Kata Kunci : Product Positioning dan Keputusan Pembelian
ABSTRACT
THE INFLUENCE OF PRODUCT POSITIONING ON THE DECISION TO BUY MINERAL WATER, AQUA, BY THE STUDENTS OF THE
FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF SUMATERA UTARA
The objective of the research was to find out and to analyze the influence of product positioning on the decision to buy mineral water, AQUA, by the students of the Faculty of Economics and Business, University of Sumatera Utara.
The population was the students of the Faculty of Economics and Business, University of Sumatera Utara, who had bought mineral water, AQUA. The samples were 93 students, taken by using accidental sampling technique. The data consisted of primary and secondary data, gathered by conducting documentation study and questionnaires which were measured by using Likert scale method and analyzed descriptively, using statistic analysis with simple regression analysis.
The result of the research showed that product positioning had positive and significant influence on the decision to buy mineral water, AQUA, in the students of the Faculty of Economics and Business, University of Sumatera Utara. The value of R Square = 0.319 which indicated that 31.9% of the factors of buying could be explained by independent variable (product positioning), while the rest (69.1%) was explained by other factors which were excluded from the research.
Keywords: Product Positioning, Buying Decision
