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Bakhri, Syaeful
Universitas Islam Negeri Siber Syekh Nurjati Cirebon, Indonesia
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PENGARUH INOVASI PRODUK, FLEKSIBILITAS HARGA DAN LOKASI TERHADAP MINAT BELI DI BATIK ASOFA TRUSMI CIREBON Halimatus Sya'diyah; Syaeful Bakhri; Achmad Otong Busthomi
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 3 (2026): Maret
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i3.9170

Abstract

This study is motivated by the increasing competition in the batik industry in Trusmi Cirebon, which requires businesses to enhance consumer purchase intention through product innovation, price flexibility, and strategic location. The objective of this research is to analyze the effect of product innovation, price flexibility, and location on consumer purchase intention at Batik Asofa Trusmi Cirebon, both partially and simultaneously. This study employed a quantitative research method with a survey approach. The sample consisted of 100 consumers of Batik Asofa Trusmi Cirebon. Data were analyzed using multiple linear regression. The results indicate that partially, product innovation and location have a positive and significant effect on purchase intention, while price flexibility has a negative and significant effect on purchase intention. Simultaneously, product innovation, price flexibility, and location significantly influence purchase intention, with a coefficient of determination of 77.3%. In conclusion, enhancing product innovation and selecting a strategic location are key factors in increasing consumer purchase intention.
Co-Authors Aan Jaelani Abdul Aziz Ahmad Abdul Ghoni Achmad Otong Busthomi Afif Muamar Afiqoh Agustin Agisti, Salsabilah Fejrinaningtias Agustian, Adheflee Muhammad Agustina Ahmad Amin Mubarok Ahmad Otong Busthomi Ahsin Sakho Muhamad Ahsin Sakho Muhammad Aji Priambodo Alamsyah, Muhammad Fakhri Alfan, Muh Iqbal Alleynisa, Amanda Amelia Azizah Amir Amir Anggraeni, Devina Anisa Suhada Putri Anton Sudrajat apri, Sesar Aprilliyanto Ardiansyah Ardiansyah Ardli, Arsalan Wilyan Awis Hamid Dani Ayus ahmad Yusuf Ayus Ahmad Yusuf Aziz, Abdul Azizah, Imroatul Bintang Bintang Chintya, Natsya Dewi Dangi Dangi Dangi, Dangi Dani, Awis Hamid David Audretsch Dede Komariah Denny Nugroho Sugianto Dewi Fatmasari Diana Djuwita, Diana Ega Triyana Fanther, Refaldo Faridah Nurbaiti Faridah Nurbaiti Faridah Nurbaiti Firdaus, Ahmad Maulana Fitriyani Tiarawati Futiah, Vuvut Ghofar Saifudin, Abdul Ghozali, Moh Gofar Maulana Sidik Gunawan, Muhammad Fajar Halimatus Sya'diyah Hamiid, Sharyan Haniah Haniah Haryogi, Jeryan Hediana, Dika Herawati, Cucu Herlinawati Herlinawati Herlinawati Ijah, Siti Rohmatul Indah Nurhaeni Isman Julian Jannah, Isroqtul Kumala, Titi Latip Purnama Laudya, Alda Layaman Layaman Layaman Layaman, Layaman Layaman, Layaman Leliya Leliya Lilis Banowati Lilis Banowati llstianah, Esa Marhaendro Purno Maulana, Saptaji Mauliandini Mufidah Mauliandini Mufidah Miyah Listiani Mochammad Imron Awalludin Moh Ghozali Moh. Mabruri Faozi Moh. Mabruri Faozi Moh. Mabruri Faozi, Moh. Mabruri Mohammad Fakhri Al-Farabi Muhammad Nuralam Mu’arif, Azmi Nizham Noval Kurnia Nudza Ainandeka De Fatih Nugraha Nugraha Nuniek Tri Wahyuni Nurfarikhah, Ika Nursyamsudin, Nursyamsudin Octaviani, Risthi Dwi Oki Khairul Hikmah Pahrul Fauzi Patimah, Pipin Pradini, Anez Yuniar Purwanto Purwanto Putri, Diana R. Nur Abdurakhman R. Nur Abdurakhman Rachmawati, Luthfiah Rana, Mohammad Refaldo Fanther Ririn Sarinah Rofiq, Ainur Saefulloh, Eef Shifa Nurul Hilma Shinta, Nazma Shofi Nurrohmah Sholikhah, Fitrotus Sulaeman, Maman Syahid, Husein As Sya’adatun Munawaroh Ulfah, Mariyah Ummah, Gabriel Rosyidatul Ummi Khulsum Vuvut Futiah Wahyuni, Nuniek Tri Wardah Nuroniyah Wartoyo Wartoyo Wasman Wasman Watuniah Watuniah Yayah Khoeriyah Yusuf, Ayus Akhmad