Pengaruh Positioning dan Inovasi terhadap Keputusan Pembelian Toyota Agya di AUTO2000 Gatot Subroto Medan

Abstract

Consumers have a perception of its own in dealing with various information about a product or service offered. Therefore, companies need the same perception and position the product in the minds of consumers. Equate strategy with consumer perception is often referred to as positioning. Creation of the position of the minds of consumers can through innovation to improve the added value of a product. This study aims to determine how the positioning and innovation influence the purchasing decision of Toyota Agya and determine which variables that have the most influence on purchase decisions Toyota Agya. Positioning is the act of designing deals and corporate image in order to get a special place in the minds of the target market. Innovation is a product, service, idea, and a new perception of a person. Customer purchase decision is the problem solving process that is directed at the target. The population of this research is the buyer of Toyota Agya and taken by 100 respondents with non-probability sampling technique, snowball sampling is sampling in sequence (multi-level) to consumers and purposive sampling is considerations / criteria for certain. Based on the multiple linear regression outcome, when the variable positioning raised one, then the purchasing decision of Toyota Agya will increase by 0,729 and when variables of innovation raised one, then the purchasing decision of Toyota Agya will increase by 0.309. Based on the partial test result is positioning the dominant variable influencing purchasing decisions Toyota Agya. Based on the coefficient of determination concluded that the effect caused by the variable positioning and innovation to the purchasing decision of Toyota Agya by 31.5% and the remaining 68.5% is influenced by other variables that are not described in this regression model.