PENGARUH SEGMENTASI DAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN PADA RUMAH MAKAN

Abstract

This research is explanatory research to explain the effect of segmentation and positioning on tourists' purchasing decisions on Rumah Makan Ayam Bakar Wong Solo Kupang. The variables in this study are as follows: Independent Variables ; Segmentation (X1), Positioning (X2), and Dependent Variable ; Purchase Decision (Y). The population of this study were tourists who bought in Rumah Makan Ayam Bakar Wong Solo Kupang, with a sample of 97 respondents taken by purposive sampling. Data collection techniques in this study used questionnaire and observation methods. Test of the instrument using validity test, classical assumption test, and reliability test, and hypothesis testing using t test and f test. Data analysis techniques used descriptive statistics, multiple linear regression, and coefficient of determination. The data obtained is processed using the SPSS 20.0 for program. Keywords: Segmentation, Positioning, Purchasing Decisions