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ANALISIS POSITIONING TERHADAP PERSEPSI KONSUMEN PADA SURABAYA PLASA HOTEL (SPH)

ZARAWANDA, ZARAWANDA (2016) ANALISIS POSITIONING TERHADAP PERSEPSI KONSUMEN PADA SURABAYA PLASA HOTEL (SPH). Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The term positioning refers to such efforts for emplacement or movement of a product to such a desired level within the consumer's attention. In this study, the effects of positioning policy by Surabaya Plaza Hotel will be evaluated for influencing consumer perception. This research has a causal design for positioning policy such of product benefits, product usability, and product categories as independent variables, and in the other side this research uses consumer perception as the dependent variable. The data source gained by distributing questionnaires to as many as 74 respondents measured by Likert scale. Data analysis technique is the technique of multiple linear regression by SPSS for Windows. The results showed that the product benefits significantly influence consumer perception because tcount is 2.506 with level of significance 0.015 (p <0.05). Product usabilities do not influence consumer perception because tcount is 1.457 with level of significance 0.150 (p > 0.05). Product categories significantly influence consumer perception because tcount is 2.922 with level of significance 0.005 (p <0.05). Simoultaneously, product benefits, product usability, and product categories significantly influence consumer perception because Fhitung is 11.053 with level of significance 0.000. Keywords: Positioning, product benefits, product usability, product category, Consumer Perception

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 04 Nov 2016 02:45
Last Modified: 04 Nov 2016 02:45
URI: http://eprints.perbanas.ac.id/id/eprint/367

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