ANALISIS PENGARUH STRATEGI DIFERENSIASI PRODUK, HARGA, DISTRIBUSI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BOLA LAMPU PHILIPS DI KOTA PADANG

Abstract

The purpose of this research is to know the influence of differentiation product, price, distribution and promotion of consumer purchasing decisions bulb Philips in the city of Padang. The respondents of this study that consumers buy and use the Philips bulb in the city of Padang with the total sample are 110 respondens. The technique of sampling done by accidental sampling. The data type of the primary data used was obtained through the dissemination of the questionnaire and interview, where the data is processed with SPSS 15.0 for windows programs. To prove the hypothesis in this study used multiple linear regression analysis method.
The results obtained from this study shows that the differentiation of the product, price, distribution and promotion of positive effect partially to consumer purchasing decisions Philips light bulbs in the city of Padang. From the results of hypothesis testing in the t-test statistics variable distribution does not influence consumer purchase decisions significantly to bulb Philips in Padang city, whereas the variable of differentiation of product, price and promotion of a positive and significant impact on consumer purchasing decisions bulb Philips in the city of Padang.
Key words: Differentiation of Product, Price, Distribution, Promotion and Purchasing Decisions