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All Journal Journal of Entrepreneur and Business
Shelly Rosa Damayanti Shelly Rosa Damayanti
Universitas Respati Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Product Innovation and Promotion on Purchase Decisions at Consumers of Mc Donald's Margonda Depok Shelly Rosa Damayanti Shelly Rosa Damayanti; Robert Siregar; Nurminingsih; Ahmadun
Journal of Entrepreneur and Business Vol. 1 No. 2 (2023): Jurnal of Entrepreneur and Business
Publisher : LPPM Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (282.096 KB) | DOI: 10.52643/joeb.v2i1.7

Abstract

This study aims to determine and analyze the influence of product innovation and promotion on purchasing decisions at Mc Donald's Margonda Depok consumers. This research method is a quantitative research, this research was conducted at Mc Donald's Margonda Depok. The population in this study were all Mc Donald's customers who were or had eaten at Mc Donald's Margonda Depok. With a sample of 120 respondents. Data analysis was based on using the SPSS program version 26.0 for Windows. The results of this study are Product Innovation has an effect on Purchasing Decisions, Promotion has an effect on Purchase Decisions, Product Innovation and Promotions together have an effect on Purchasing Decisions. Keywords: Product Innovation, Promotion, Purchase Decision
Co-Authors Ahmadun Ahmadun Nurminingsih, Nurminingsih Robert Siregar