Analisis Pengaruh Positioning Terhadap Keputusan Pembelian Minuman Thai Tea Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau

Sipakkar, Okaditiya (2021) Analisis Pengaruh Positioning Terhadap Keputusan Pembelian Minuman Thai Tea Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of positioning on purchasing decisions for thai tea drinks in students of the Faculty of Economics, Riau Islamic University. The sample in the study amounted to 91 people using accidental sampling method, the data was processed using IBM SPSS 23.0 as a research analysis tool. This research uses descriptive methods and simple linear regression analysis, namely by analyzing the data that has been collected and then tabulated and linked with the theoretical basis studied in the center. Based on the results of the hypothesis test, it shows that the positioning variable has a positive and significant effect on the decision to purchase thai tea drinks for students of the Faculty of Economics, Riau Islamic University with a significance level below 0.05. The magnitude of the contribution given by the positioning variable to the decision to purchase thai tea drinks is shown by the coefficient of determination R Square (R2) of 0.653 or 65.3%, while 34.7% is influenced by other factors not included in the research model.

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