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Yusuf Ronny Edward
Universitas Prima Indonesia, Medan

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THE EFFECT OF PRODUCT INNOVATION AND DISCOUNTS ON BUYING DECISIONS FOR MSMES MEATBALLS IN MEDAN CITY DURING THE COVID-19 PANDEMIC Bunga Aditi; Pasaman Silaban; Yusuf Ronny Edward
Proceedings of the 1st International Conference on Social Science (ICSS) Vol. 1 No. 1 (2022): Proceedings of the 1st International Conference on Social Science (ICSS)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/icss.v1i1.37

Abstract

Study this aim to find out how the Effect of Product Innovation and Discounts on Purchase Decisions for MSMEs Meatballs in Medan City During the Covid-19 Pandemic Period . Method research used _ is qualitative data method and quantitative data f. While the data used are primary and secondary data . Method data analysis in research _ this use multiple linear regression analysis . As for the results of this study, the first hypothesis D can be seen that the first hypothesis is rejected, it means that the innovation variable (X1) has no effect on the Purchase Decision (Y) variable . D it can be seen that the second hypothesis is accepted, meaning that the Discount variable (X2) has an effect on the Purchase Decision variable (Y). D it can be seen that the third hypothesis is accepted, meaning that the Innovation Variable (X1) and Discount Variable (X2) have a significant effect simultaneously (simultaneously) on the Purchase Decision Variable (Y).
Co-Authors Bunga Aditi Pasaman Silaban