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Abstract ABS-22

Analysis of the effect of product differentiation, reference groups and social media marketing on student satisfaction with mediation of purchasing decisions (Study at STIE IEU Yogyakarta) Rian Larasati, Ambar Lukitaningsih, Muinah Fadhilah, Henny Welsa, Erwin Hanggoro Agung Corresponding Author: RIAN LARASATI

Question from Dr. Muinah Fadhilah 2024.11.05 11:33:14 In your research on product differentiation, how do you think differentiation strategies are applied to achieve competitive advantage?

Reply from Ms. RIAN LARASATI 2024.11.05 11:53:42 This differentiation strategy is carried out to be superior to other competing products. For example, a product must provide something special and provide an interesting experience for customers. Or by providing other uniqueness by revealing the unique secrets of the products being marketed.

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