%0 Generic
%A ANNISA NURAWALIA, 1311011021
%C FACULTY OF ECONOMICS AND BUSINESS 
%D 2017
%F eprints:26770
%I UNIVERSITY OF LAMPUNG
%T THE INFLUENCE OF SEGMENTING STRATEGY AND BRAND POSITIONING  STRATEGY ON PURCHASING DECISION  (STUDY AT SMARTPHONE SAMSUNG IN INDONESIA)
%U http://digilib.unila.ac.id/26770/
%X Determination of market segments is important in recognizing the prospective customer and  determine who the potential customers. Segmentation can be divided by location, age,  gender, income level, habits and so on. Determination of targeting depends on things like  character of the product, and the level of competition in the segment is already selected.  Positioning is an action or measures from the manufacturer to design the company's image.  Purchasing decisions are consumer action in an effort to meet the wants and needs is a  process of determining the attitude or the purchase of goods and services.This research aims  to know which Segmenting and Brand Positioning on purchasing decisions at Samsung  Smartphone in Indonesia. The method used in this research is multiple regression. The result  is the effect of STP strategy on Samsung smartphones in Indonesia on purchasing decisions is  shown by the equation Y = 0.268 X1 + 0.577X2. Partially Segmenting, and Positioning  significantly influence on purchasing decisions. Based on the results, the regression  positioning has a big influence on consumer purchasing decisions, then the sub-variables of  positioning an appropriate strategy for developing Smartphone Samsung  Keywords: segmenting, positioning, purchasing decisions.