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All Journal International Journal of Business, Marketing, Economics & Leadership
Ardiyana Pertiwi
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Decision Sciences, Operations Research & Management

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The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah) Ardiyana Pertiwi; Johannes P. Kumagaya; Irene Brainnita Oktarin
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 2 No. 2 (2025): May: International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v2i2.314

Abstract

This study aims to prove whether product innovation affects purchasing decisions for custom t-shirts with quality as a moderating variable in Sarkastem Lampung Tengah. This study uses quantitative research methods. The sampling method used was purposive sampling with a sample size of 95 respondents. This study uses SEM-PLS (Structural Equation Modeling - Partial Least Squares) data analysis measurement tools with the SmartPLS program. The results of this study indicate that product innovation has a positive and significant effect on purchasing decisions and product quality can affect the relationship between product innovation and purchasing decisions, but in a negative direction, namely weakening the relationship between the two.
Co-Authors Irene Brainnita Oktarin Johannes P. Kumagaya