Kajian Bisnis STIE Widya Wiwaha
Vol 24 No 1 (2016): JURNAL KAJIAN BISNIS

ANALISIS POSITIONING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN I-PHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS ISLAM INDONESIA (UII) YOGYAKARTA

Lukia Zuraida (Unknown)
Dwi Novitasari (Unknown)

Article Info

Publish Date
05 Jan 2016

Abstract

This research analyzed positioning and brand awareness on decision to purchase i-Phone. The research done in 2013 using 100 students of economic faculties, Universitas Islam Indonesia (UII). 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 likewise brand awareness with purchasing decisions. This suggests that positioning and brand awareness variables will be increased purchasing decisions.

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Journal Info
Kajian Bisnis STIE Widya Wiwaha
Website

Abbrev

jkb

Publisher

Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Subject

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

Description

Jurnal Kajian Bisnis diterbitkan oleh Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha. Publikasi dilakukan dua kali dalam satu tahun, yaitu setiap bulan Januari dan Juli. Kajian Bisnis merupakan media komunikasi yang bertujuan untuk mempublikasikan berbagai hasil kajian, baik secara teoritis maupun empiris ...