PENGARUH DIFERENSIASI PRODUK, MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KERAMIK MEREK PICASSO DI TOKO KERAMIK JEDDAH PADANG

Abstract

The purpose of this research is to find the effect of product differentiantion, brand, promotion on purchase decision of product Picasso ceramics at Jeddah store in padang.The techniques of data collection is trough guestionnaries and interview to obtain primary data. Sampling technique in this study using accidental sampling with a size of 100 respondents. The analytical tool used is multiple regression analysis and T-test statistic. From the result of the research is differentiation product, brand, promotion influence on purchase decision. The recommendationJeddah store Padang is to explain more detail about the product Picasso and how to be positioning in brain consumers.
Key word : product differentiation, brand, promotion and purchase decision.