International Journal of Application on Economics and Business
Vol. 3 No. 2 (2025): May 2025

THE EFFECT OF PRODUCT QUALITY, PRICE, PRICE INNOVATION ON THE PURCHASE INTENTION OF LOWFAT MILK PUDDING

Sinaya, Michael (Unknown)
Dewi, Liliana (Unknown)

Article Info

Publish Date
30 May 2025

Abstract

The purpose of this study was to determine the effect of product quality, price, and product innovation on the purchase interest of low-fat milk pudding in East Surabaya. The sample was selected using purposive sampling technique. Validity and reliability tests were carried out as instrument tests. Data analysis was carried out using multiple linear regression to assess the effect of these variables on purchase interest. Product quality, price, and product innovation were found to have a positive effect on purchase interest of low-fat milk pudding, both individually and simultaneously.

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Journal Info
International Journal of Application on Economics and Business
Website

Abbrev

ijaeb

Publisher

Universitas Tarumanagara

Subject

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

Description

International Journal of Application on Economics and Business (IJAEB) contains articles on the following topics: Entrepreneurship studies, Business studies, Management studies, Accounting studies, Economics ...