PENGARUH DIFERENSIASI PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK BLACKBERRY DI KOTA PADANG

Abstract

This study to check influence product differentiation and promotion to decision purchase. Independent variable in this study is differentiation product and promotion. Variable that depend in this study is decision purchase.
Sample used in this study is one secondary data from Blackberry store in Padang City. Sample already taken by using purposive sampling method. Sample used is 100 person respondent, that ever buy and use Blackberry, aged above 17 year and domiciled in town Padang. Analysis method in this study use multiple regression. This result study indicate that promotion have an impact to Blackberry decision purchase in Padang City. While differentiation product not impact to Blackberry decision purchase in Padang City.

Keyword : decision purchase, differentiation product and promotion