Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen
Vol 1 No 2 (2014): Jurnal Riset Manajemen Juli 2014

Analisis Positioning Dan Brand Awareness Terhadap Keputusan Pembelian Handphone Blackberry Pada Mahasiswa Fakultas Ekonomi Ugm

Zuraida, Lukia (Unknown)
Novitasari, Dwi (Unknown)



Article Info

Publish Date
22 Mar 2017

Abstract

This research analyzed positioning and brand awareness on decision to purchase Blackberry handphone. The research done in 2013 using 100 students of economic faculties, UGM. The analytical method used was multiple regression. The results showed that a significant differences between positioning with purchasing decisions as indicated by the significance value below 0.005 and brand awareness with purchasing decisions have significance value below 0.000. This suggests that the higher positioning and brand awareness will be increased purchasing decisions.

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Journal Info

Abbrev

jrm

Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Riset Manajemen terbit pada bulan Mei 2014. Jurnal ini diterbitkan sebagai media komunikasi yang bertujuan untuk mempublikasikan berbagai hasil kajian empiris dari para akademisi maupun praktisi yang mempunyai perhatian di bidang manajemen. Publikasi dilakukan setahun dua kali yaitu pada ...