Analysis of Product Differentiation Strategy and its Implications toward Position Advantage on Customer Retailer's Purchase Decision
- DOI
- 10.2991/icobest-18.2018.40How to use a DOI?
- Keywords
- Product Differentiation Strategy, Position Advantage, and Purchase Decision
- Abstract
This study aimed to analyze the strategy of product differentiation and its implications on position advantage on customer retailer’s purchase decision either partially or simultaneously. The research method used quantitative method with linear regression analysis three variables measured were: product differentiation strategy and advantage position as independent variable and purchase decision as a dependent variable. The object of this research was the customer retailer as the unit of analysis. Technique of Data collection used saturated random sampling with 400 respondents of retailer customers in Bandung. The statistical analysis used Classical Assumption Test and hypothesis testing test of Z, T and F with significant level (α) 5% and calculated by statistic analysis test. The result indicated significant influence to the product differentiation strategy, position advantage, and purchase decision. The variable of product differentiation strategy and position's advantage influenced the purchase decision either partially or simultaneously.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Dedi Sulistiyo Soegoto PY - 2018/11 DA - 2018/11 TI - Analysis of Product Differentiation Strategy and its Implications toward Position Advantage on Customer Retailer's Purchase Decision BT - Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018) PB - Atlantis Press SP - 181 EP - 185 SN - 2352-5398 UR - https://doi.org/10.2991/icobest-18.2018.40 DO - 10.2991/icobest-18.2018.40 ID - SulistiyoSoegoto2018/11 ER -