Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Inovasi Produk dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Isotonik Pocari Sweet di Kabupaten Karawang

Muhamad Fahrul Zalfa Azid (Unknown)
Citra Savitri (Unknown)
Syifa Pramudita Faddila (Unknown)

Article Info

Publish Date
02 Sep 2024

Abstract

Pocari Sweet has been ranked first for a long time as the top brand in the type of isotonic drink. This study is aimed at analyzing the influence of product innovation and product quality on purchasing decisions for the Pocari Sweet isotonic drink in Karawang district. The population in this study were the people of Karawang district who often consumed and knew about various kinds of pocari sweet isotonic drink packaging. The research method is quantitative using purposive sampling with the hair formula which then obtains a sample of 150 respondents. Data analysis uses PLS-SEM to provide predictions and develop theory. The result is that product innovation and product quality have a significant influence on purchasing decisions.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...