Abstract
The research method used is a quantitative method with descriptive and inferential analysis. The population in this study is the people in Purwakarta who use and are involved in the process of purchasing food products Chic Chic Fried Chicken, a sample of 30 respondents who were determined by purposive sampling technique. Test the validity of the instrument using Confirmatory Factor Analysis while the reliability test used Alpha Cronbach. The analysis technique used is partial correlation, t test, multiple correlation, F test and multiple regression.The results of the study found that: (1) Differentiation has a positive effect on purchasing decisions as seen from the r value of 0.741 (significant at 5% level): (2) Product innovation has a positive effect on purchasing decisions as seen from the calculated r value of 0.603 (significant at level 5%): (3) Differentiation, product innovation, jointly on purchasing decisions as seen from the calculated r value of 0.750.
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