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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
I Made Edi Suryadarma
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Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT QUALITY, SERVICE QUALITY, AND PRODUCT INNOVATION ON PURCHASE DECISIONS: (Case Study: Dian’s Rumah Songket and Endek Klungkung Bali) I Made Edi Suryadarma; Ni Wayan Ekawati
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 3 (2025): March
Publisher : Adisam Publisher

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Abstract

This study aims to explore the impact of product quality, service quality, and product innovation on the purchasing decisions of customers at Dian's Rumah Songket and Endek. Employing a quantitative research design with an associative framework, the study focuses on the customers of Dian's Rumah Songket and Endek as its population. A total of 100 respondents participated, selected through a purposive non-probability sampling method. data for this research was gathered using a survey method, which included a questionnaire that addressed various aspects of product quality, service quality, product innovation, and purchasing decisions through multiple statements related to these variables. The findings reveal several significant insights: firstly, product quality has a positive and significant effect on purchasing decisions; secondly, service quality similarly influences purchase decisions positively and significantly; and finally, product innovation also has a noteworthy positive impact on customer purchasing decisions.
Co-Authors Ni Wayan Ekawati