| dc.description.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. | en_US |
