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Pengaruh strategi positioning terhadap keputusan pembelian pada keep Burger di Kota Jambi

Jurnal Dinamika Manajemen · Vol. 8 No. 1 (2020) · pp. 11–20

DOI
10.22437/jdm.v8i1.16958
ISSN
2355-8148, 2338-123X
Published
2020-03-08
Publisher
Prodi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi
Language
en
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The purpose of this study is to analyze 1) Explain the influence of positioning strategy variables which include product attributes, benefits, users, competitors, product categories, and prices have a simultaneous and partial influence on purchasing decisions, 2) Explain which positioning strategy variables have the most dominant influence on buying decision. In this study, 97 consumers live in Jambi City using the probability sampling method and the unknown population's formula. The research instrument used a questionnaire and was analyzed using linear regression. The results of this study indicate that it affects significantly. The dominant variable lies in the product attribute variable (X1) 6.076, and partially influential is the attribute variable, competitor, and price, which has a significant effect.

Keywords

Collaboration network of the authors

35 authors · 79 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Ade OctaviaAffiliation unknown4
Ade Perdana SiregarAffiliation unknown3
Yenny YuniartiAffiliation unknown3
Zulfanetti ZulfanettiAffiliation unknown2
Garry Yuesa RosyidAffiliation unknown2
Sylvia Kartika Wulan BhayangkariAffiliation unknown2
Arbi MusaAffiliation unknown2
M. Dede RiandyAffiliation unknown2
Yayuk SriayudhaAffiliation unknown1
Ari Sonang RangkutiAffiliation unknown1
RAJA SARAH FATRICIAAffiliation unknown1
Jamal JamalUniversitas Halu Oleo1
Garry Yuasa RosyidAffiliation unknown1
AGESHA MARSYAFAffiliation unknown1
Dwi KurniawanAffiliation unknown1
Feny TialonawarmiAffiliation unknown1
Syahmardi YacobAffiliation unknown1
Alya Ananda RielAffiliation unknown1
Ahmad SubhiAffiliation unknown1
JohannesAffiliation unknown1
Afrizal .Affiliation unknown1
Maria MagdalenaAffiliation unknown1
Dahmiri DahmiriAffiliation unknown1
Iliyas IliyasAffiliation unknown1
Nefi Agus Wahyu NingsihAffiliation unknown1
Elesabet Octaria LimbongAffiliation unknown1
Edy ArisondhaAffiliation unknown1
Sigit IndrawijayaAffiliation unknown1
Deldi AbdilahAffiliation unknown1
Fenny TialonawamarniAffiliation unknown1
Maulidia Imastary TanAffiliation unknown1
Adi Ikhsan Syukri AmriAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jmbp/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Pengaruh strategi positioning terhadap keputusan pembelian pada keep Burger di Kota Jambi</dc:title>
	<dc:creator xml:lang="en">Habibbullah, Habibbullah</dc:creator>
	<dc:creator xml:lang="en">Erida, Erida</dc:creator>
	<dc:creator xml:lang="en">Nifita, Ade Titi </dc:creator>
	<dc:subject xml:lang="en">positioning strategy</dc:subject>
	<dc:subject xml:lang="en">purchase decision</dc:subject>
	<dc:description xml:lang="en">The purpose of this study is to analyze 1) Explain the influence of positioning strategy variables which include product attributes, benefits, users, competitors, product categories, and prices have a simultaneous and partial influence on purchasing decisions, 2) Explain which positioning strategy variables have the most dominant influence on buying decision. In this study, 97 consumers live in Jambi City using the probability sampling method and the unknown population's formula. The research instrument used a questionnaire and was analyzed using linear regression. The results of this study indicate that it affects significantly. The dominant variable lies in the product attribute variable (X1) 6.076, and partially influential is the attribute variable, competitor, and price, which has a significant effect.</dc:description>
	<dc:publisher xml:lang="en">Prodi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi</dc:publisher>
	<dc:date>2020-03-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jmbp/article/view/16958</dc:identifier>
	<dc:identifier>10.22437/jdm.v8i1.16958</dc:identifier>
	<dc:source xml:lang="en">Jurnal Dinamika Manajemen; Vol. 8 No. 1 (2020): Jurnal Dinamika Manajemen; 11-20</dc:source>
	<dc:source>2355-8148</dc:source>
	<dc:source>2338-123X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jmbp/article/view/16958/12884</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2020 Habibbullah Habibbullah, Erida Erida, Ade Titi  Nifita</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>