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All Journal Jimma : Jurnal Ilmiah Manajemen Muhammadiyah Aceh International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Medika: Medika Global Research in Economics and Advanced Theory BE-HISZ Journal - Journal of Economics and Accounting
Fandi Bachtiar
Universitas Muhammadiyah Aceh
Religion Humanities Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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PURCHASE DECISIONS ACEH CAKE UMKM Tuwisna; Fandi Bachtiar; Sri Maisarah
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19583079

Abstract

This study aims to test and analyze the influence of promotion through TikTok and product innovation on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes. The determination of the research sample uses the Purba formula. The sample used in this study was 96 consumers in micro, small, and medium enterprises of Acehnese Traditional Cakes who were willing to be respondents. The analytical method applied was multiple linear regression analysis. The results of the study indicate that promotion through TikTok partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Product innovation partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Promotion through TikTok and product innovation simultaneously have a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city.
Co-Authors Anam, Budi Safatul Hendri Mauliansyah Ichsan Akmal Mazas Mahyuddin Mahyuddin Meliyati Meliyati Miftahul Jannah Sri Maisarah Surya Fatma Tuwisna