Analysis of Product Uniqueness in Influencing Purchase Decisions

Abstract

This study aims to uncover and analyze consumer perceptions of product uniqueness and to describe the consumer purchase decision-making process at Patara Wonosobo. A naturalistic qualitative approach was used, with data collected through in-depth interviews, field observations, and supporting documentation. Informants were selected using  non-probability sampling techniques, specifically snowball sampling, involving 12 individuals, including store owners, employees, and consumers. Data validity was ensured through triangulation of sources and methods, member checking, data presentation, drawing conclusions, and data reliability. The expected results include an overview of the characteristics of product uniqueness (shape, taste, packaging, and regional identity) as perceived by consumers, as well as an understanding of how consumers’ beliefs, shopping habits, and responses influence the stages of the purchase decision making process. This study concludes that product uniqueness is a crucial element that provides added value and distinguishes a product from its competitors; these findings are expected to serve as a strategic reference for MSMEs to optimize their products’ unique characteristics, thereby enhancing competitiveness and driving sustainable growth in purchase volume.