Sigma : Journal of Economic and Business
Vol 5 No 2 (2022): Sigma : Journal of Economic and Business

PENGARUH SELERA KONSUMEN DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN CAT NIPPON PADA TOKO ERA BANGUNAN

Sri Ayu Ningtias (STIE ENAM ENAM KENDARI)
Nofal Supriaddin (STIE ENAM ENAM KENDARI)
La Ode Hamida (STIE ENAM ENAM KENDARI)

Article Info

Publish Date
30 Dec 2022

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.

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Journal Info
Sigma : Journal of Economic and Business
Website

Abbrev

sigmajeb

Publisher

Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Economic and Business dengan ISSN 2614-140X adalah jurnal ilmiah yang diterbitkan oleh Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari dalam cakupan ekonomi dan bisnis yang dikhususkan untuk publikasi hasil-hasil penelitian empirik maupun penelitian kepustakaan dalam bidang ekonomi dan ...