The Influence Of Product Innovation, Promotion And Price Perception On The Decision To Purchase Healthy Dessert Cake Products In Sidoarjo District
Keywords:
Product Innovation, Promotion, Price Perception, Purchase Decision, Healthy dessertAbstract
This study aims to test whether the variables of product innovation, promotion, and
price perception affect the purchase decision of kuey healthy dessert products
in Sidoarjo Regency with a sample size of 97 respondents. The data collection
method used is by distributing questionnaires. The analysis technique needed in this
study is multiple linear regression, for hypothesis testing using the T Test, F
Test, and Coefficient of Determination(R2), then the classical assumption test
consists of Normality Test, Multicolinerity Test, and Heteroscedasticity Test,
besides that there is an instrument test is Validity Test and Reability Test. The
results showed that the F test simultaneously all independent variables together
had an effect on the dependent variable, namely the purchase decision. While
for the results of the T test research or partial product innovation variables have a
significant and positive effect on purchasing decisions, promotional variables have
a significant and positive effect on purchasing decisions and price perception
variables have a significant and positive effect on purchasing decisions.
References
Alma, Buchari. (2018). Manajemen Pemasaran dan Pemasaran Jasa. Bandung:
Alfabeta.
Assauri Sofjan. (2014). Manajemen Pemasaran. Raja Grafindo Persada: Jakarta
Assauri, S. (2017). Manajemen Pemasaran. Jakarta: PT. Raja Grafindo Persada.
Kotler, P., & Armstrong, G., (2018). Prinsip-prinsip Marketing, Edisi 7. Jakarta :
Salemba Empat.
Kotler, P., & Keller, K.L. (2016). Manajemen Pemasaran, Edisi 12 Jilid 1 & 2.
Jakarta : PT. Indeks.
Thakur, R. (2018). The role of self-efficacy and customer satisfaction in driving
loyalty to the mobile shopping application. International Journal of Retail
and Distribution Management, 46(3), 283–303.
Tjiptono, Fandy. (2016). Pemasaran Jasa –Prinsip, Penerapan, dan Penelitian, Andi
Offset, Yogyakarta.
