Binus Business Review
Vol 9, No 1 (2018): Binus Business Review

Analysis of Promotion and Product Differentiation of Jukajo on Consumer Purchase Decision

Gandhy, Abel (Unknown)
Hairuddin, Julio Arthur (Unknown)

Article Info

Publish Date
31 Mar 2018

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.

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Journal Info
Binus Business Review
Website

Abbrev

BBR

Publisher

Universitas Bina Nusantara

Subject

Economics, Econometrics & Finance

Description

Binus Business Review is an international journal published in March, July, and November hosted by the Research and Technology Transfer Office (LPPM) of Universitas Bina Nusantara. The journal contents are managed by the Binus Business School, Faculty of Economics and Communications, and Forum ...