Pengaruh Inovasi Produk dan Promosi terhadap Keputusan Pembelian
Survei pada konsumen Samudra Resto & Cafe Kota Tasikmalaya
Keywords:
Product Innovation, Promotion , Purchasing DecisionsAbstract
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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Copyright (c) 2022 Michelle Debora Saragih, Depy Muhamad Pauzy, Arga Sutrisna
This work is licensed under a Creative Commons Attribution 4.0 International License.
