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NAIBAHO, RONALD
Universitas Dinamika Bangsa
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Industrial & Manufacturing Engineering Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences

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Journal : Journal of Trends Economics and Accounting Research

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Pengaruh Inovasi Produk dan Strategi Pemasaran Terhadap Keputusan Pembelian Konsumen Kuliner Alfon Tuhoni Zebua; Paul Karolus Pasaribu, Johni; Naibaho, Ronald
Journal of Trends Economics and Accounting Research Vol 4 No 4 (2024): June 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i4.1372

Abstract

The impact of product innovation and marketing tactics on customer purchase decisions will be covered in this study. This study sought to ascertain how, if at all, product innovation and marketing tactics influenced consumers' decisions to buy. This kind of research is quantitative, and the 97 participants in the study made up the sample. Techniques for gathering data include surveys, questionnaires, observation, and documentation. The data analysis method used in this study includes multiple linear regression analysis, descriptive analysis, and classical assumption tests such as the multicollinearity, heteroscedasticity, and F tests as well as coefficient of determination and t tests with SPSS. The study's findings suggest that product innovation influences consumers' decisions to buy to some extent. Purchasing decisions are not partially influenced by marketing strategy. Meanwhile, at the Javas Cycle café in Jambi City, customers' decisions to buy are influenced by both marketing strategy and innovative products.
Co-Authors Ahmad Husaein Alfon Tuhoni Zebua Asyhadi, Ahmad Bayu Perdana Beni Irawan Charles Sitindaon Chintia Aprilia Dodi Sandra Eddy Suratno Effiyaldi, Effiyaldi Eko Arip Winanto Febri Annisa Feranika, Ayu Firman Syah Gultom, Josua Alex Gunardi Gunardi Harahap, Daniel Haposan Hendri Hendri Johni Paul Karolus Pasaribu Josua Alexander Gultom Khairuldi Laura Prasasti Laura Prasasti Meisak, Despita Melani Kadar NAIBAHO, TOGAR Naibaho, Winfrontstein Napitupulu, Abidan Nasution, Andi Saputra Nurhadi Nurhadi Nurhadi Pandiangan, Saut Maruli Tua Pareza Alam Jusia Purnama, Benni Riki Bayu Andhika Saragih, Ewin Handoco Saud Maruli Panjaitan Saut Maruli Tua Pandiangan Selfi Kumara Hati Senni Velawati SIBURIAN, MANANDA TURE SILITONGA, MANAOR Sinaga, Ardian Rahmat Irawan Sinurat, Windo Sitohang, Andar Sitohang, Oloan Suratno, Eddy Suwanto Vira Aryati Aryati Welmar Olfan Barat, Welmar Olfan Winanto, Eko Arif Yovi Pratama