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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Firda Tama
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Harga, Inovasi Produk dan Promosi Terhadap Keputusan Pembelian Minyak Kayu Putih Asli Klitikan Firda Tama; M. Fathur Rahman
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 7 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i7.8780

Abstract

This study was conducted in Klitikan Village, Kedungjati Subdistrict, Grobogan Regency to analyze the partial effects of price, product innovation, and promotion on the purchase decision of authentic Klitikan eucalyptus oil. The method used was a quantitative approach with a causal design, involving 100 respondents selected through nonprobability sampling techniques. Data were collected using a 1–5 Likert scale questionnaire and analyzed using SEM-PLS with the assistance of SmartPLS version 4. The test results indicate that price (coefficient 0.249; P-Value 0.000), product innovation (coefficient 0.440; P-Value 0.000), and promotion (coefficient 0.320; P-Value 0.000) each have a positive and significant effect on purchasing decisions. These findings indicate that businesses need to set prices that are in line with purchasing power, engage in continuous innovation, and optimize digital promotions to increase consumer interest in purchasing.
Pengaruh Harga, Inovasi Produk dan Promosi Terhadap Keputusan Pembelian Minyak Kayu Putih Asli Klitikan Firda Tama; M. Fathur Rahman
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 7 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i7.8780

Abstract

This study was conducted in Klitikan Village, Kedungjati Subdistrict, Grobogan Regency to analyze the partial effects of price, product innovation, and promotion on the purchase decision of authentic Klitikan eucalyptus oil. The method used was a quantitative approach with a causal design, involving 100 respondents selected through nonprobability sampling techniques. Data were collected using a 1–5 Likert scale questionnaire and analyzed using SEM-PLS with the assistance of SmartPLS version 4. The test results indicate that price (coefficient 0.249; P-Value 0.000), product innovation (coefficient 0.440; P-Value 0.000), and promotion (coefficient 0.320; P-Value 0.000) each have a positive and significant effect on purchasing decisions. These findings indicate that businesses need to set prices that are in line with purchasing power, engage in continuous innovation, and optimize digital promotions to increase consumer interest in purchasing.
Co-Authors M. Fathur Rahman