JURNAL EKONOMI BISNIS DAN MANAJEMEN
Vol. 1 No. 4 (2023): Oktober

Pengaruh Promosi dan Inovasi Produk Terhadap Minat Beli Honda Scoopy (Studi Kasus Pada PT. Tunas Dwipa Matra Diwek, Jombang)

Dwi Agustin (Universitas Hasyim Asy'
ari Tebuireng)
Rohmad Prio Santoso (Universitas Hasyim Asy’ari)

Article Info

Publish Date
25 Sep 2023

Abstract

The purpose of this research is to understand and provide an understanding regarding the influence of promotion and product innovation on buying interest of Honda Scoopy at PT. Tunas Dwipa Matra Diwek, Jombang. This study applies a quantitative approach. This study utilizes a saturated sample to sample the entire population, which consists of 68 respondents. Studies show that: (1) Promotion has a positive and significant influence on the intention to buy a Honda Scoopy at PT. Tunas Dwipa Matra Diwek, Jombang. (2) Product innovation has a positive and significant influence on the intention to buy a Honda Scoopy at PT Tunas Dwipa Matra Diwek, Jombang. (3) Product Promotion and Innovation simultaneously have a positive and significant influence on the intention to buy Honda Scoopy at PT. Tunas Dwipa Matra Diwek, Jombang.

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Journal Info
JURNAL EKONOMI BISNIS DAN MANAJEMEN
Website

Abbrev

JISE

Publisher

CV ALIMS PUBLISHING

Subject

Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

Description

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) berfokus pada penerbitan artikel berkualitas tinggi yang didedikasikan untuk semua aspek penelitian, masalah, dan perkembangan terbaru di bidang Ilmu Manajemen. Topik dalam Jurnal ini berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas pada ...