The Influence of Product Differentiation Strategy, Brand Image and Price on Purchasing Decisions of Rajaswa Coffee Customers in Brebes County

Abstract

Coffee is one of the regional superior products that is being developed in Brebes Regency. One of the coffee shops that is growing and developing is the Rajaswa Coffee shop. Rajaswa Coffee shop was founded in 2019 which is located in Sitanggal Village, Larangan District, Brebes Regency. Rajaswa Coffee is one such coffee shop which offers a gathering place with a semi-minimalist concept and affordable prices at region Brebes. In its journey, shop Rajaswa Coffee has a certain strategy that is used to maintain its business. The purpose of this study was to analyze the effect of product differentiation strategy, brand image and price on customer purchasing decisions at Rajaswa Coffee Shop. The research population is 500 customers. Using the Slovin technique with a 5% margin of error, a sample of 84 respondents was obtained. The research results show that product differentiation has a positive impact on purchasing decisions. Evidenced by the test results that t count > t table, with a value of 6.075 > 1.990 and Sig. of 0.000 < 0.05. Brand image has a positive and significant influence on purchasing decisions, as evidenced by the test results that t count > t table, with a value of 2.248 > 1.990 and Sig. 0.02 < 0.05. Price has a positive and high influence on purchasing decisions, as evidenced by the test results that t count > t table, with a value of 2.992 > 1.990 and Sig. of 0.004 < 0.05. Simultaneously, product differentiation, brand image, and price have an influence on purchasing decisions with an influence size of 84.6%.