Main Article Content
Abstract
This study aimed to determine the most dominant variable influencing Product Differentiation and Pricing on Consumer Purchase Intention at Green Perfume, Pidie Regency. Where the independent variable is Product Differentiation (X1) and Pricing (X2) and Purchase Interests (Y)as the dependent variable. The data obtained were analyzed using multiple regression analysis. Analysis includes Validity Test, Reliability Test, Multiple Regression Analysis, Classical Assumption Test, Hypothesis Test through F Test and t Test, and Analysis of the Coefficient of Determination (R2). Based on the research results, the regression equation is obtained:Y = 4.523 + 0.329 X1 + 0.503 X2 Based on the results of the above analysis it can be concluded that of the two variables studied, it turns out that the Price Fixing variable (X2) has the most dominant influence of 50.3% on consumer Purchase Intention in Green Perfume at Pidie Regency. The relationship between the dependent and independent variables, namely Product Differentiation (X1) and Pricing (X2) on Consumer Purchase Intention with a correlation index of 8.80% This means that the relationship is very strong. Then the determination index of each variable Development of Product Differentiation variables (X1) and Pricing (X2) is 77.4%, this means that it has a significant effect on consumer buying interest