Pengaruh Diferensiasi Produk dan Saluran Distribusi Terhadap Keputusan Pembelian Top Coffee Pada Outlet Pelanggan PT. Tekad Karya Putera di Kecamatan Lumajang Kabupaten Lumajang

Abstract

The development of the company in an effort to anticipate increasingly sharp competition like today will always be carried out both by large companies and small companies, the high interest of Indonesian to consume coffee turned out to attract a number of companies to create coffee based products. The purpose of this study to determine the effect of product differentiation and distribution channel on the purchase decision of Top Coffee in Lumajang Regency. Population in this research is customer outlet of PT. Tekad Karya Putera in Lumajang Sub-district of Lumajang Regency heterogeneous which can be seen from various age and gender with the number of 50 respondents with sampling technique non probability sampling (saturated sampling). This research uses descriptive analysis method of multiple linear regression analysis hypothesis test. The results of this study are that product differentiation and distribution channels both influence purchasing decision simultaneously and partially. The variable with the strongest influence to customer outlet of PT. Tekad Karya Putera in Lumajang Sub-district of Lumajang Regency is variable distribution channels.