PENGARUH STRATEGI DIFERENSIASI PRODUK, MERK, PROMOSI DAN SIKAP TERHADAP PROSES KEPUTUSAN PEMBELIAN MAKANAN RINGAN PADA INDUSTRI KECIL DAN MENENGAH (IKM) KABUPATEN PESISIR SELATAN
Abstract
Marketing and environmental stimuli enter the consumer consciousness. A group ofpsychological processes combined with certain consumer characteristics result in the
decision-making process and final purchase decision. In the era of global markets that can
be done many ways, to include business development through product differentiation
strategy, brand and implementation of marketing and promotional mix. The purpose of this
study was to determine the effect of product differentiation, branding, promotion, and
attitudes towards consumer buying decision process on snacks small and medium industries
(SMEs) South Coastal District. The study population was all consumers who have shopped
and purchased products especially snacks SMEs in the South Coastal District. The number
of samples is set as 150 people with a sampling method that is incidental sampling. The type
of data used is primary data research using questionnaires with instruments. Before the data
was tested further test the research instruments that test the validity and reliability testing,
and classical assumption. The method of analysis used in this study is multiple linear
regression analysis. Based on the results of the analysis shows that the strategy of product
differentiation, branding, promotion, attitude positive and significant impact on the buying
decision process snacks at IKM South Coastal District.
Keywords : Purchase decision making, product differentiation, merk, promotion, attitude
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