Sistem Informasi Pemasaran dan Diferensiasi Produk terhadap Keputusan Pembelian Konsumen

This study aims to determine and analyze the effect of Marketing Information Systems Product Differentiation on Consumer Purchase Decisions PT. Medan Deli Kencana Palace. research method is descriptive quantitative. The collection with a survey approach. total population sample in this were 38 people. sampling technique used saturated technique. Data methods are interviews, documentation, questionnaires literature studies. Variables measured using Likert scale. data analysis model answer hypothesis multiple linear regression analysis. results showed, a) marketing information system variable t count value (2.956) greater than table (2.03011) significance 0.004 <0.05; b) product differentiation (2.849) 0.002 <0.05. In conclusion, simultaneously there positive significant influence between variables consumer purchasing decisions Partially, Palace.
 
 Keywords: Differentiation, Decisions,