Pengaruh Inovasi Produk dan Promosi terhadap Keputusan Pembelian

Survei pada konsumen Samudra Resto & Cafe Kota Tasikmalaya

Authors

  • Michelle Debora Saragih Universitas Perjuangan Tasikmalaya
  • Depy Muhamad Pauzy Universitas Perjuangan Tasikmalaya
  • Arga Sutrisna Universitas Perjuangan Tasikmalaya

DOI:

https://doi.org/10.56799/jim.v1i10.675

Keywords:

Product Innovation, Promotion , Purchasing Decisions

Abstract

This study aims to determine the simultaneous and partial influence of product innovation and promotion on purchasing decisions at Samudra Resto & Cafe. The research methods used in this research are quantitative with a survey approach. The population in this study was 100 respondents. The type of data used in this study is primary data obtained through questionnaires. The data analysis used is a classic assumption test and multiple regression analysis using SPSS software version 26. The results showed that product innovation and promotion simultaneously had a significant effect on purchasing decisions at Samudra Resto & Cafe. Product innovation, partially has no significant effect purchasing decisions at Samudra Resto & Cafe. Promotion, partially significant effect purchasing decisions at Samudra Resto & Cafe.

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References

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Published

2022-08-29

How to Cite

Michelle Debora Saragih, Depy Muhamad Pauzy, & Arga Sutrisna. (2022). Pengaruh Inovasi Produk dan Promosi terhadap Keputusan Pembelian : Survei pada konsumen Samudra Resto & Cafe Kota Tasikmalaya. ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 1(10), 3385–3392. https://doi.org/10.56799/jim.v1i10.675

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