The Influence of Product Differentiation, Price and Positioning on Purchasing Decisions at Niceso Stores in South Tangerang

Monika Claudia Sarita; Mohamad Trio  Febriyantoro; Zulkifli Zulkifli; Dede  Suleman; Fendi  Saputra; Yohanes Totok  Suyoto

doi:10.55942/pssj.v2i4.177

The Influence of Product Differentiation, Price and Positioning on Purchasing Decisions at Niceso Stores in South Tangerang

Authors

Monika Claudia Sarita Jaya Development University
Mohamad Trio Febriyantoro Jaya Development University
Zulkifli Jaya Development University
Dede Suleman Jaya Development University
Fendi Saputra Jaya Development University
Yohanes Totok Suyoto Jaya Development University

DOI:

https://doi.org/10.55942/pssj.v2i4.177

Keywords:

Product Differentiation, Price, Positioning, Purchasing Decision

Abstract

This study aims to analyze the effect of product differentiation, price and positioning on purchasing decisions. This type of research uses quantitative, the population used is Nice so product customers with a sample taken of 122 respondents. The method used is multiple linear regression analysis with processing using SPSS 26 software. The sampling technique in this study used a purposive sampling technique. The results of the study show that product differentiation, price and positioning have a positive and significant effect on purchasing decisions

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Published

2022-12-30

How to Cite

Sarita, M. C., Febriyantoro, M. T. ., Zulkifli, Z., Suleman, D. ., Saputra, F. ., & Suyoto, Y. T. . (2022). The Influence of Product Differentiation, Price and Positioning on Purchasing Decisions at Niceso Stores in South Tangerang. Priviet Social Sciences Journal, 2(4), 12–17. https://doi.org/10.55942/pssj.v2i4.177