Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018)

Analysis of Product Differentiation Strategy and its Implications toward Position Advantage on Customer Retailer's Purchase Decision

Authors
Dedi Sulistiyo Soegoto
Corresponding Author
Dedi Sulistiyo Soegoto
Available Online November 2018.
DOI
https://doi.org/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.
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Proceedings
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2018
ISBN
978-94-6252-611-2
ISSN
2352-5398
DOI
https://doi.org/10.2991/icobest-18.2018.40How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

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
PB  - Atlantis Press
SP  - 181
EP  - 185
SN  - 2352-5398
UR  - https://doi.org/10.2991/icobest-18.2018.40
DO  - https://doi.org/10.2991/icobest-18.2018.40
ID  - SulistiyoSoegoto2018/11
ER  -