Rahayu Lestari, - and BEUREUKAT, - (2015) PENGARUH STRATEGI DIFERENSIASI PRODUK, CITRA MEREK, DAN MEDIA IKLAN TERHADAP KEPUTUSAN PEMBELTAN MINYAK GORENG DALAM KEMASAN MEREK SANIA ROYALE PADA MASYARAKAT PERUMAHAN TANGERANG, TANGERANG SELATAN DAN BOGOR. ILMIAH MANAJEMEN DAN BISNIS, 1 (2). pp. 209-219. ISSN 2460-8424
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Abstract
Respondents were used in this study were housewives who buy and use as well as to comment that cooking with cooking oil Sania Royale will give fragrance to the dish and providea more delicious flavor compared to other brands. PT. Multimas Nabati Asahan been producing and selling previously cooking oil in packing Sania. Based on the phenomenon exists within the housing community Tangerang, Tangerang and Bogor South, the authors conducted a study to determine how much influence product differentiation, brand image, media advertising on consumer buying decisions in the cooking oil brand packaging Sania Royale. The method chosen should be appropriate to analyze the pattern of research and variables that will be investigated. The Structural Equation Modeling (SEM) used to hypothesis testing. The analysis showed that the advantages of the service attribute sand influence there feree's satisfaction and word of mouth marketing performance and satisfaction of product differentiation does not have a real and positive influence on purchasing decisions. While the brand image and the Media Advertising has a real and positive influence on purchasing decisions. Keywords: product differentiation, brand image, media advertising, purchasing decisions
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Artikel > Ekonomi |
| Depositing User: | BPSI Unas |
| Date Deposited: | 22 Aug 2017 06:44 |
| Last Modified: | 22 Aug 2017 06:44 |
| URI: | http://repository.unas.ac.id/id/eprint/114 |
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