PENGARUH INOVASI PRODUK DAN PROMOSI TERHADAP KEPUTUSAN

Abstract

This research aimed to identify and analyze the effect of Product Innovation (X1) and Promotion (X2) to the purchase decision (Y) partially and simultaneously on Purchase decision at Distro Klanrock House Concept Store in Jember. This research used explanatory research type with quantitative approach, that is, to explain the effect of product innovation and promotion of purchase decision. The research population was consumers of Distro Klanrock who came and purchased with a total sample of 49 respondents. The analysis techniques used were validity test, reliability test, normality test, classic assumption test, multiple linear regression, t test and F test with SPSS tool of analysis. The results of the coefficient test of multiple linear regression analysis showed that: 1) Product Innovation (X1) partially affected purchase decision (Y) at Distro Klanrock House Concept Store in Jember. This proves that product innovation which is in line with the customers’ needs and wishes, will increase purchasing decision; 2) Promotion (X2) partially affected purchase decision at Distro Klanrock House Concept Store in Jember. This proves that promotion which is performed intensively to inform and notify the consumers, will increase purchasing decision; 3) Product Innovation (X1) and Promotion (X2) simultaneously affected purchase decision (Y) at Distro Klanrock House Concept Store in Jember. This proves that product innovation accompanied with good promotion can influence consumers to buy at distro Klanrock