Pengaruh Positioning, Lingkungan Dan Persepsi Terhadap Komunikasi Pemasaran Pada Toko Bintang Jaya Sport

Supandi, Rian (2024) Pengaruh Positioning, Lingkungan Dan Persepsi Terhadap Komunikasi Pemasaran Pada Toko Bintang Jaya Sport. Pengaruh Positioning, Lingkungan Dan Persepsi Terhadap Komunikasai Pemasaran Pada Toko Bintang Jaya Sport. (Unpublished)

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Abstract

This research will use quantitative methods. The research variables in this study are positioning (X1), environment (X2), perception (X3) and marketing communications (Y). In this research, the influence of the independent variable on the dependent variable will be tested. The independent variables in this research are positioning, environment and perception, while the dependent variable is marketing communications. From the research results it can be concluded that 1). Both partially and simultaneously the positioning, environment and perception variables have a significant influence on marketing communications at the Bintang Jaya Sport Store, this is proven by the t count > t table and the F count > F table value, as well as the sig value < 0.05. 2). The magnitude of the positioning's significant influence on marketing communications at the Bintang Jaya Sport Store is 27.9%. The significant influence of the environment on marketing communications at the Bintang Jaya Sport Store is partially 0.24%. 2. The magnitude of the perception that has a significant influence on marketing communications at the Bintang Jaya Sport Store is 49.15%. The magnitude of the influence of positioning, environment and perception on marketing communications at the Bintang Sport Store is 77.3%, while the remaining 22.3% is explained by other causal factors not examined in this research

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