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

Author

Listed:
  • Monika Claudia Sarita

    (Jaya Development University)

  • Mohamad Trio Febriyantoro

    (Jaya Development University)

  • Zulkifli Zulkifli

    (Jaya Development University)

  • Dede Suleman

    (Jaya Development University)

  • Fendi Saputra

    (Jaya Development University)

  • Yohanes Totok Suyoto

    (Jaya Development University)

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

Suggested Citation

  • Monika Claudia Sarita & Mohamad Trio Febriyantoro & Zulkifli Zulkifli & Dede Suleman & Fendi Saputra & Yohanes Totok Suyoto, 2022. "The Influence of Product Differentiation, Price and Positioning on Purchasing Decisions at Niceso Stores in South Tangerang," Priviet Social Sciences Journal, Privietlab Research Center, vol. 2(4), pages 12-17, April.
    • Handle: RePEc:prv:pssjpv:177
    DOI: 10.55942/pssj.v2i4.177
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