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All Journal Journal of Management and Creative Business
Rosiana Nur Agustin
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Decision Sciences, Operations Research & Management

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Pengaruh Desain Produk dan Positioning Terhadap Keputusan Pembelian Coffeshop Tempat Peraduan Tegal Sari Wiyanti; Lu’lu Khanin Naqiyah; Rosiana Nur Agustin; Dinda Refina Cantik
Journal of Management and Creative Business Vol. 3 No. 1 (2025): January : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v3i1.3694

Abstract

This study aims to analyze the influence of product design and positioning on purchasing decisions at the Peraduan Tegal coffee shop. With the increasing competition in the coffee industry, it is important for business actors to understand the factors that influence consumer decisions. The research method used is quantitative, with data collection through questionnaires distributed to customers. The results of the study indicate that product design has a significant influence on purchasing decisions, with a t-test value showing positive results. In addition, positioning has also been shown to have a significant influence on purchasing decisions. This study concludes that the combination of attractive product design and the right positioning strategy can increase consumer purchasing decisions at the Peraduan Tegal Coffee Shop.
Co-Authors Dinda Refina Cantik Lu’lu Khanin Naqiyah Sari Wiyanti