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Fansuri, Faisal
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KAOS MEREK JAKOZ Fansuri, Faisal
Jurnal Dinamika Manajemen Vol. 6 No. 4 (2018): Jurnal Dinamika Manajemen
Publisher : Prodi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jdm.v6i4.16830

Abstract

This study aims to determine the effect of a variable products innovation consisting of sub-variables relative advantage, compatibility, complexity, divisibility, and communicability on purchasing decisions on a T-shirt & Souvenir Jakoz outlets in the city of Jambi. This research is a survey using a questionnaire instrument. The samples used were 100 consumer brands Jakoz shirts. The analytical tool used is multiple linear regression analysis. This study indicates that product innovation (relative advantage, compatibility, complexity, divisibility, and communicability) simultaneously influences consumer purchasing decisions in partial compatibility, complexity, divisibility, and communicability influence purchase decisions. In contrast, the relative superiority does not affect the purchase decisions on Jakoz shirt brand products in Jambi.
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