PENGARUH STRATEGI DIFERENSIASI PRODUK, CITRA MEREK, DAN MEDIA IKLAN TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG DALAM KEMASAN MEREK SANIA ROYALE PADA MASYARAKAT PERUMAHAN TANGERANG, TANGERANG SELATAN DAN BOGOR

Rahayu Lestari, Beureukat Beureukat

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;

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DOI: http://dx.doi.org/10.22441/jimb.v1i2.3681

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Jurnal Ilmiah Manajemen dan Bisnis
Fakultas Ekonomi dan Bisnis Universitas Mercu Buana
Jl. Raya Meruya Selatan, Kembangan, Jakarta 11650
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ISSN: 2460-8424
E-ISSN: 2655-7274


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