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All Journal Sigma : Journal of Economic and Business
Sri Ayu Ningtias
STIE Enam Enam Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH SELERA KONSUMEN DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN CAT NIPPON PADA TOKO ERA BANGUNAN Sri Ayu Ningtias; Nofal Supriaddin; La Ode Hamida
Sigma: Journal of Economic and Business Vol 5 No 2 (2022): Sigma : Journal of Economic and Business
Publisher : STIE ENAM ENAM KENDARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60009/gps7wr67

Abstract

This study aims to determine the effect of consumer tastes and product differentiation on purchasing decisions in the Building Era. The population in this study amounted to 96 obtained by accidental sampling technique. The type of data used in this research is quantitative data. Based on the research conducted, the research results show that simultaneously the variables of consumer taste and product differentiation have a positive and significant effect on purchasing decisions. Partially, consumer tastes have a positive effect on purchasing decisions and partially product differentiation has a positive and significant effect on purchasing decisions in the Building Era.
Co-Authors La Ode Hamida Supriaddin, Nofal