Kirana, Michele Dea and Pratama, Yudhistira (2018) The Impact Of Product Differentiation Strategy On Millennial’s Decision To Purchase In Self-Standing Coffee Houses At Gading Serpong Area. Bachelor thesis, Swiss German University.

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Abstract

Coffee house industry in Indonesia is rising, especially the local and “self-standing” coffee houses which lead into massive competitions within outlets. In order to get high sales and get competitive advantage, this study and research is conducted. This thesis examines the impact of product differentiation strategy on millennial generation’s decision to purchase in coffee houses at Gading Serpong area. Literatures and previous studies toward product differentiation strategy, consumer behavior, and its relat ion, have been review to provide more understanding, moreover as a tool for this study and research. Primary data collected by distributing questionnaires to 120 customers in 4 self-standing coffee houses at Gading Serpong area. Simple linear regression test was used as the data analysis. The result shows that product differentiation strategy does have impact towards millennial’s decision to purchase in self-standing coffee houses at Gading Serpong area. Furthermore, the most influencing factor to apply product differentiation strategy in coffee house industry especially in Gading Serpong area is product’s style.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Coffee; Coffee Shop; Coffee Houses; Café; Self-standing Café
Subjects:	H Social Sciences > HF Commerce > HF5415.5 Customer relations--Management H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel T Technology > TP Chemical technology > TP645 Coffee -- Processing
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	30 May 2020 09:37
Last Modified:	30 May 2020 09:37
URI:	http://repository.sgu.ac.id/id/eprint/710

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