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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Regita Kusuma Dewi
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Strategi Pemasaran dan Inovasi Produk Terhadap Keputusan Pembelian pada Furniture Hj Vera di Kota Karawang Regita Kusuma Dewi; Puji Isyanto; Neni Sumarni
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.2718

Abstract

This is a The research aims to determine marketing strategies and product innovation on purchasing decisions for Hj Vera Furniture in Karawang City. The method used in this research is a quantitative method, this research was conducted on Hj Vera Furniture in Karawang City with a total research sample of 96 people with the criteria of consumers who had previously purchased Hj Vera Furniture in Karawang City, using a purpisive sampling method. The multiple linear regression analysis model used in this research uses the f test and t test with a significance threshold of 5%. The findings show that there is a partial contribution between marketing strategies and purchasing decisions at Hj Vera Furniture in Karawang City. The research results obtained are the influence of marketing strategy and product innovation on purchasing decisions at HJ Vera Furniture in Karawang City, there is an influence from all variables.
Co-Authors Isyanto, H. Puji Neni Sumarni