1 CHAPTER ONE INTRODUCTION The purpose of this study is to identify the point of difference that influence purchase intention of customers towards Kerepek House’s crisps. As an introduction, this study discusses the relationship between marketing points of difference towards Kerepek House’s crisps. This chapter includes the background of the study, statement of the research problem, research objectives, and research questions, significance of the study and limitation of the study. 1.1 BACKGROUND OF THE STUDY Point of difference is the characteristic of a product or service that establishes differentiation of the product or service that makes it dissimilar from that of competitors (Kotler, 2000). It is usually in line with the term unique selling proposition (USP). Point of difference can be described as the competitive advantage of a product. When customers accept the point of difference, this means that the brand will be set apart from other competitors. Derrick (2012) stated that the selection of a brand's points of difference begins with its competitive strengths and insight about consumers' motivations for using the category or brand. The goal is to find a feature or benefit that distinguishes the brand from competitors in the same category and that is valued by consumers. When the point of difference is beneficial (rather than a product feature), the claim is strengthened by providing reasons to believe the benefit claim. In choosing a point of difference, brand marketers usually prefer benefits that reflect an existing consumers' belief.