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All Journal Jurnal Manajemen dan Agribisnis AGRIEKONOMIKA Jurnal Ekonomi & Studi Pembangunan Binus Business Review Agregat: Jurnal Ekonomi dan Bisnis JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Jurnal Organisasi Dan Manajemen JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Jurnal Sinergitas PkM & CSR Shirkah: Journal of Economics and Business Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Jurnal Ilmiah Manajemen Kesatuan OPTIMA AgriHumanis: Journal of Agriculture and Human Resource Development Studies Journal of Entrepreneurship & Business
Gandhy, Abel
Department Of Management, Universitas Pakuan, Bogor, Indonesia
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Public Health Social Sciences Transportation

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Journal : Binus%20Business%20Review

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Analysis of Promotion and Product Differentiation of Jukajo on Consumer Purchase Decision Abel Gandhy; Julio Arthur Hairuddin
Binus Business Review Vol. 9 No. 1 (2018): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v9i1.3901

Abstract

The purpose of this research was to measure the relationship and the impact of promotion and product differentiation on Jukajo consumer purchase decision. This research was a quantitative research with a questionnaire as the data collection method. The sampling technique in this research is purposive sampling technique. Then, the questionnaire was measured by Likert-scale and multiple linear regression. The result shows that promotion and product differentiation variable have positive impact on purchase decision partially and simultaneously. Bothvariables have 50,5% of impact towards consumer purchase decisions of Jukajo. Moreover, product differentiation becomes the most dominant variable which partially affects consumer purchase decision.
Co-Authors Ana Frasipa Chang , Michael Dicky Sutanto Endang Sari Simanullang Febri Budiman Firman Zulpikar Harianto Jelin Tria Karmila Jojo Jojo Julio Arthur Hairuddin Pramono, Rudy Rahmi , Siti Reynaldy Pakpahan Rita Nurmalina Shinta Dewi Kurniawati Sri Hardini Sri Yuniati P.K Hardini Suharno Susi Banjarnahor Susi Riswani Banjarnahor Ternando Situmeang Venty F Nurunisa Venty Fitriany Nurunisa Warsono El Kiyat Yahuda Dipo Prabowo