PENGARUH KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI AZKIA SCARF BOJONEGORO

DWITA, ALREZA YULIANTI RACHMA (2023) PENGARUH KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI AZKIA SCARF BOJONEGORO. Other thesis, IKIP PGRI BOJONEGORO.

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Abstract

Yulianti Rachma, Alreza. 2023. The Influence of Product Quality and Product Innovation on Purchasing Decisions at Azkia Scarf Bojonegoro. Thesis, Economic Education Study Program, Faculty of Social Sciences Education, IKIP PGRI Bojonegoro, Advisor (I) Ali Mujahidin,S.Pd,M.M,. (II) Dwi Erna Novianti, S.Si, M.Pd This study aims to 1) examine and determine the effect of product quality on purchasing decisions at Azkia Scarf Bojonegoro. 2) Assessing and knowing the effect of product innovation on purchasing decisions at Azkia Scarf Bojonegoro. 3) Assessing and knowing the effect of product quality and product innovation on purchasing decisions at Azkia Scarf Bojonegoro. This type of research is quantitative. Samples were obtained using cluster random sampling, with a total sample of 100 consumers of Azkia Scarf. Data collection was carried out by distributing questionnaires to Azkia Scarf consumers. Data analysis uses multiple regression analysis, F test, and T test. Based on the partial results of hypothesis testing, the product quality and product innovation variables have an influence on purchasing decisions of 91.437. From this statement it can be concluded that the variable product quality and product innovation have a significant effect on purchasing decisions at Azkia Scarf Bojonegoro. The results of statistical testing using multiple regression analysis can be concluded that the variable Product Quality (X₁) and Product Innovation (X₂) have a positive influence on Purchase Decisions at Azkia Scarf Bojonegoro. Keywords: Product Quality, Product Innovation, Purchase Decision

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