Pengaruh Inovasi Produk dan Promosi terhadap Keputusan Pembelian : Survei pada konsumen Samudra Resto & Cafe Kota Tasikmalaya

Michelle Debora Saragih (Universitas Perjuangan Tasikmalaya)
Depy Muhamad Pauzy (Universitas Perjuangan Tasikmalaya)
Arga Sutrisna (Universitas Perjuangan Tasikmalaya)

Ulil Albab
Vol. 1 No. 10: September 2022

This study aims to determine the simultaneous and partial influence of product innovation and promotion on purchasing decisions at Samudra Resto & Cafe. The research methods used in this research are quantitative with a survey approach. The population in this study was 100 respondents. The type of data used in this study is primary data obtained through questionnaires. The data analysis used is a classic assumption test and multiple regression analysis using SPSS software version 26. The results showed that product innovation and promotion simultaneously had a significant effect on purchasing decisions at Samudra Resto & Cafe. Product innovation, partially has no significant effect purchasing decisions at Samudra Resto & Cafe. Promotion, partially significant effect purchasing decisions at Samudra Resto & Cafe.