Analisis korelasi brand positioning laurier dengan keputusan pembelian mahasiswi fakultas kedokteran universitas pelita harapan angkatan 2009 dan 2010

Suwignyo, Monica Tiara Yessie (2013) Analisis korelasi brand positioning laurier dengan keputusan pembelian mahasiswi fakultas kedokteran universitas pelita harapan angkatan 2009 dan 2010. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini, berbagai merek produk pembalut wanita di Indonesia menggunakan strategi komunikasi pemasaran yang hampir serupa antara satu dengan lainnya, baik secara tangible maupun intangible. Menyadari bahwa konsumen kian cermat dalam mempertimbangkan merek yang akan dibelinya, maka penelitian ini dilakukan untuk mengetahui adanya korelasi antara brand positioning Laurier dengan keputusan pembelian konsumennya. Penelitian ini menggunakan pendekatan kuantitatif melalui metode penelitian survei. Data diperoleh melalui penyebaran seperangkat kuesioner kepada 95 orang mahasiswi Fakultas Kedokteran Universitas Pelita Harapan angkatan 2009 dan 2010 sebagai anggota sampel penelitian. Pretest dilakukan terlebih dahulu kepada 50 orang responden untuk menguji validitas dan reliabilitas kuesioner. Analisis korelasi bivariat non parametrik rank Spearman digunakan untuk menguji adanya korelasi antara brand positioning dan keputusan pembelian. Dari hasil penelitian dapat dibuktikan bahwa terdapat korelasi positif yang kuat antara brand positioning Laurier dengan keputusan pembelian mahasiswi Fakultas Kedokteran Universitas Pelita Harapan angkatan 2009 dan 2010. / Currently, various brands of sanitary napkins in Indonesia are using similar marketing communications strategies, both tangible and intangible. Recognizing that consumers are increasingly more careful in considering the brand to be purchased, this research seeks to determine the correlation between the brand positioning of Laurier sanitary napkins and the consumers’ purchase decision. This research uses a quantitative approach through the survey research methods. Data was gathered by distributing questionnaires to 95 medical female students of Universitas Pelita Harapan School of Medicine classes of 2009 and 2010. Pretest was conducted earlier through the distribution of 50 questionnaires that were tested for validity and reliability. Non-parametric Spearman rank bivariate correlation analysis was used to measure the correlation between the brand positioning of Laurier and the purchase decision of Universitas Pelita Harapan medical female students classes of 2009 and 2010. Results show that there is a strong positive correlation between the brand positioning of Laurier and the purchase decision of Universitas Pelita Harapan medical female students classes of 2009 and 2010.

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