Diferensiasi Produk Dan Ekspektasi Manfaat Kesehatan Kopi Nira Aren Terhadap …

ABSTRACT The research aim is to analyze the effect of consumer characteristics, product differentiation and health expectations of nira aren coffee on consumer purchasing decisions. Reseacrh conducted in Pekanbaru City that was choosen purposive sampling method. Multiple regression analysis was used to analyze the effect of consumer characteristics, product differentiation and health expec…