Pengaruh Desain Produk dan Positioning Terhadap Keputusan Pembelian Coffeshop Tempat Peraduan Tegal

Sari Wiyanti; Lu’lu Khanin Naqiyah; Rosiana Nur Agustin; Dinda Refina Cantik

doi:10.30640/jmcbus.v3i1.3694

Authors

Sari Wiyanti Universitas Pancasakti Tegal
Lu’lu Khanin Naqiyah Universitas Pancasakti Tegal
Rosiana Nur Agustin Universitas Pancasakti Tegal
Dinda Refina Cantik Universitas Pancasakti Tegal

DOI:

https://doi.org/10.30640/jmcbus.v3i1.3694

Keywords:

Product design, positioning, purchasing decisions

Abstract

This study aims to analyze the influence of product design and positioning on purchasing decisions at the Peraduan Tegal coffee shop. With the increasing competition in the coffee industry, it is important for business actors to understand the factors that influence consumer decisions. The research method used is quantitative, with data collection through questionnaires distributed to customers. The results of the study indicate that product design has a significant influence on purchasing decisions, with a t-test value showing positive results. In addition, positioning has also been shown to have a significant influence on purchasing decisions. This study concludes that the combination of attractive product design and the right positioning strategy can increase consumer purchasing decisions at the Peraduan Tegal Coffee Shop.

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