PENGARUH PROMOSI YANG TERINTEGRASI DAN KEUNGGULAN POSTIONING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA KONSUMEN MIE DIMSUM DI KOTA BANDA ACEH

Abstract

Study This aims to determine the influence of integrated promotion and positioning advantages on consumer purchasing decisions. Dimsum Noodles in Banda Aceh City . The method used is a quantitative method and is causal in nature which aims to determine the effect of integrated promotion and positioning advantages on consumer purchasing decisions on Dimsum Noodles Banda Aceh . The determination of the research sample uses the Purba formula . The sample used in this study was 96 consumers in Mie Dimsum in Banda Aceh city and willing to be respondents. The analysis method applied is multiple linear regression analysis. The results of the study indicate that integrated promotion partial have a positive influence and significant to Purchase decision on Dimsum Noodles in Banda Aceh . Positioning advantages in partial influential positive and significant to purchasing decisions on Dimsum Noodles in Banda Aceh . Promotion with integrity and superior positioning simultaneous influential positive and significant to purchase decision on Mie Dimsum in Banda Aceh . Positioning excellence has a greater influence than integrated promotion on purchasing decisions on Mie Dimsum Banda Aceh .