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Michelle Debora Saragih
Universitas Perjuangan Tasikmalaya
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Pengaruh Inovasi Produk dan Promosi terhadap Keputusan Pembelian : Survei pada konsumen Samudra Resto & Cafe Kota Tasikmalaya Michelle Debora Saragih; Depy Muhamad Pauzy; Arga Sutrisna
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 1 No. 10: September 2022
Publisher : CV. Ulil Albab Corp

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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.
Pengaruh Inovasi Produk dan Promosi terhadap Keputusan Pembelian : Survei pada konsumen Samudra Resto & Cafe Kota Tasikmalaya Michelle Debora Saragih; Depy Muhamad Pauzy; Arga Sutrisna
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 1 No. 10: September 2022
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (282.292 KB)

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.
Co-Authors Arga Sutrisna Depy Muhamad Pauzy