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This study aimed to analyze the strategy of product differentiation and its implications on position advantage on customer retailer’s purchase decision either partially or simultaneously. The research method used quantitative method with linear regression analysis three variables measured were: product differentiation strategy and advantage position as independent variable and purchase decision as a dependent variable. The object of this research was the customer retailer as the unit of analysis. Technique of Data collection used saturated random sampling with 400 respondents of retailer customers in Bandung. The statistical analysis used Classical Assumption Test and hypothesis testing test of Z, T and F with significant level (α) 5% and calculated by statistical analysis test. The result indicated significant influence to the product differentiation strategy, position advantage, and purchase decision. The variable of product differentiation strategy and position's advantage influenced the purchase decision either partially or

Analysis of Product Differentiation Strategy and its Implications toward Position Advantage on Customer Retailer's Purchase Decision