Novia, Jessica and Pratama, Yudhistira (2016) The Effect of Product and Service Differentiation Towards Consumer Buying Decision Case Study: Cinema X, Maxxbox Karawaci. Bachelor thesis, Swiss German University.

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Abstract

Differentiation is really needed for a business in order to compete with other companies in the market. To designed and provide different and outstanding products and services will bring great advantage as a company to be able to compete and attract consumers to buy. Cinema X as a new cinema brand need to be able to compete with others competitors and external factors. This research aimed to analyze the impact of product and service differentiation towards consumer buying decision in Cinema X. This research uses quantitative research, where 100 questionnaires are distributed to the respondents in order collect data. Causal explanatory study also used in this research, as this research has an objective to know which independent variables give effect towards the dependent variable. The data analyzed with simple linear regression. The result of this result is that both product and service differentiation have impact towards consumer buying decision, and that one of the indicator in service differentiation which is 2in1 counter has no influence.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Product; Service; Differentiation; Consumer Buying Decision; Cinema.
Subjects:	P Language and Literature > PN Literature (General) > PN1993 Motion Pictures T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	16 Jul 2020 14:24
Last Modified:	16 Jul 2020 14:24
URI:	http://repository.sgu.ac.id/id/eprint/1203

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