PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH POSITIONING TERHADAP KEPUTUSAN PEMBELIAN: Studi Kasus pada Toko Bangunan Mustika Jaya di Sawangan Depok

    Ibrahim Hasan, - and Azizah Fauziyah, - and Nizza Nadya Rachmani, - (2025) PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH POSITIONING TERHADAP KEPUTUSAN PEMBELIAN: Studi Kasus pada Toko Bangunan Mustika Jaya di Sawangan Depok. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Di Indonesia, industri retail bahan bangunan mengalami pertumbuhan yang signifikan, didorong oleh meningkatnya aktivitas pembangunan dan perkembangan sektor konstruksi. Di Kota Depok, Jawa Barat, tingginya aktivitas konstruksi menciptakan peluang sekaligus tantangan bagi toko bangunan, termasuk Toko Bangunan Mustika Jaya, yang menghadapi persaingan ketat dari 108 toko sejenis. Penelitian ini bertujuan untuk menganalisis bagaimana peran keunggulan bersaing memediasi positioning dalam mempengaruhi keputusan pembelian konsumen Toko Bangunan Mustika Jaya. Penelitian ini memilih Toko Bangunan Mustika Jaya sebagai objek studi. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik pengambilan sampel dilakukan menggunakan accidental sampling dengan 80 konsumen toko bangunan sebagai sampel penelitian. Pengumpulan data dilakukan melalui penyebaran kuesioner dan studi literatur. Pengolahan data menggunakan algoritma Partial Least Square (PLS). Selanjutnya, teknik analisis data yang diterapkan meliputi analisis statistik deskriptif, analisis outer model, analisis inner model, dan uji hipotesis. Hasil penelitian ini menemukan bahwa positioning berpengaruh positif dan signifikan terhadap keputusan pembelian, positioning juga berpengaruh signifikan terhadap keunggulan bersaing, keunggulan bersaing memiliki pengaruh signifikan terhadap keputusan pembelian, dan keunggulan bersaing yang mampu memediasi secara signifikan hubungan antara positioning terhadap keputusan pembelian. In Indonesia, the building materials retail industry has experienced significant growth, driven by the increasing pace of development and the expansion of the construction sector. In Depok City, West Java, the high level of construction activity presents both opportunities and challenges for building material stores, including Mustika Jaya Building Store, which faces intense competition from 108 similar businesses. This study aims to analyze the mediating role of competitive advantage in the relationship between positioning and consumers’ purchasing decisions at Mustika Jaya Building Store. The store was selected as the object of the study. This research uses a quantitative method with a descriptive and verification approach. The sampling technique used is accidental sampling, involving 80 customers of the building store as research respondents. Data was collected through questionnaire distribution and literature review. Data analysis was carried out using the Partial Least Square (PLS) algorithm. Furthermore, the data analysis techniques employed include descriptive statistical analysis, outer model analysis, inner model analysis, and hypothesis testing. The results of the study show that positioning has a positive and significant effect on purchasing decisions, positioning also significantly influences competitive advantage, competitive advantage has a significant impact on purchasing decisions, and competitive advantage significantly mediates the relationship between positioning and purchasing decisions.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Nizza Nadya Rachmani: 6746169
    Uncontrolled Keywords: Keputusan Pembelian, Keungguan Bersaing, Positioning. Competitive Advantage, Positioning, Purchase Decisions.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Ibrahim Hasan
    Date Deposited: 30 Oct 2025 06:33
    Last Modified: 30 Oct 2025 06:33
    URI: http://repository.upi.edu/id/eprint/144723

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