PENGARUH POSITIONING TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE LENOVO DI UNIVERSITAS BRAWIJAYA

Abstract

This study aims to analyze the influence of  positioning  on purchasing decisions Smartphone Lenovo  in Brawijaya University  .  To find out how much influence the dependent variable (buying decisions) to the independent  variables (Attribute, Benefit, and Price  ). This study uses multiple regression analysis with SPSS version 17.0. This data collection method uses a questionnaire to  consumer of Smartphone Lenovo in Brawijaya University.. Questionnaires were distributed 50  questionnaires. The results of studies using multiple linear regression analysis, showed that simultaneous variabel  attribute  (X1), benefit  (X2), and price  (X3),  has a significant influence on buying decisions (Y). While partial, variable price showed a significant effect on decision buying consumen.

Keywords: Positioning, Attribute, Benefit, Price, and Purchase Decision.