PENGARUH STRATEGI DIFERENSIASI, CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DI CAFÉ VIVRE.SUB

Abstract

Competition among cafés is a common thing that happen within the business sector. The common problems are
namely differentiation strategy, brand image, product quality and price. Therefore, this research aimes to analyze
the effect of differentiation strategy, brand image, product quality and price on customers’ buying decision of Vivre
Sub Café which was located at Jl.Sonokembang number 2, Embong Kaliasin, Genteng, Surabaya. The research
was causal-comparative with quantitative approach. Moreover, the instrument in data collection technique used
questionnaires. The questionnaires were distributed directly to respondents. In line with, there were 100 samples
of respondent. Futhermore, the data analysis technique used multiple linear regressopm, validity and reliability
tests. The research result concluded that differentiation strategy had a positive and significant effect on customers’
buying decision of Vivre Sub Café. Likewise, brand image had a positive and significant effect on customers’
buying decision of Vivre Sub Café. Similary, both product quality and price has positive and significant effect on
customers’ buying decision of Vivre Sub Café.
Keywords: differentiation strategy, brand image, product quality, price, buying decision