El-Aswaq
Vol. 3 No. 2 (2022): El-Aswaq

Pengaruh Inovasi Produk dan Marketing Strategy Pada Produk Halal Paragon Terhadap Keputusan Pembelian Di Kalangan Mahasiswa

Kemal Rahardiansyah Putra (Universitas Islam Malang)
Afifudin Afifudin (Universitas Islam Malang)
Hariri Hariri (Universitas Islam Malang)

Article Info

Publish Date
14 Sep 2022

Abstract

The purpose of this study was to determine the effect of product innovation and marketing strategy of Paragon's halal products on purchasing decisions. As for the method used in this study, namely the correlational quantitative method with several stages of research carried out by distributing questionnaires, data collection and data analysis. The data were tested using validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, F test, R2 determination test, and t test. The results of this study indicate that the product innovation variable has a positive and significant effect on purchasing decisions, while the marketing strategy variable has no significant effect on purchasing decisions

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Journal Info
El-Aswaq
Website

Abbrev

laswq

Publisher

Universitas Islam Malang

Subject

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

Description

The scope of El-Aswaq are limited to islamic economics, islamic banking and finance, islamic economic management, islamic economics law, management Zakat, Infaq, Shodaqoh, and Waqf, islamic entrepreneurship and business, islamic economics thought, islamic insurance, islamic ...