Purchase Decision through Product Innovation and Service Quality Analysis

Zuhri Saputra Hutabarat

Abstract


This study aims to find the effect of product innovation and service quality on purchasing decisions on Batik Zhorif in DanauTeluk Jambi District, Seberang City. This research is a descriptive analytical research to examine causal or correlational phenomena, with a population of 125 consumers and 67 samples. The results of the analysis show that there is an effect of product innovation on purchasing decisions of 0.628 and the effect of service quality on purchasing decisions of 0.647. And there is a joint or simultaneous influence between the influence of product innovation and service quality on purchasing decisions of 0.693. As for the two variables studied, the product innovation variable is more dominant in influencing purchasing decisions.


Keywords


Product Innovation, Service Quality, and Purchase Satisfaction

Full Text:

PDF

References


Amir, Taufiq, M. 2012.ManajemenStrategik: KonsepdanAplikasi. Jakarta: Rajawali Pers.

Arief,Muhtosim. 2006.PemasaranJasadanKualitasPelayanan. Malang: Bayumedia Publishing.

Arikunto, Suharsimi. 2014. ProsedurPenelitian. Jakarta: RinekaCipta.

Dhewanto, Wawan, dkk. 2015. ManajemenInovasiuntuk Usaha Kecil danMikro. Bandung: CV. Alfabeta.

http://digilib.unes yang diaksestanggal 12 Maret 2015.

Indrawan, RullydanKaniawati, Poppy. 2014. MetodelogiPenelitian. Bandung: RafikaAditama.

Kotler Philip dan Keller Kevin Lane. 2009. Alihbahasa BenjaminMolan. ManajemenPemasaran. Jakarta: PT. Indeks.

Lupiyoadi, Rambat. 2014. ManajemenPemasaranJasa: BerbasisKompetensi. Jakarta: SalembaEmpat.

Riwikidikdo, Handoko. 2012. StatistikKesehatan. Yogyakarta: NuhaMedika.

Santoso,Singgih. 2008. SPSS StatistikMultivariat. Jakarta: PT. Elex Media Komputindo.

Simamora,Bilson. 2003.PanduanRisetPerilakuKonsumen. Jakarta: PT. ramediaPustakaUtama.

Soegoto, Eddy, Soeryanto. 2009.EnterpreneurshipMenjadiPebisnisUlung. Jakarta: Gramedia.

Sunyoto, Danang. 2015. PerilakuKonsumendanPemasaran. Jakarta: CAPS.

Supardi. 2013. ApikasiStatistikaDalamPenelitian. Jakarta: Change Publikation.

Tjiptono, Fandy. 2004. StrategiPemasaran. Yogyakarta: Andi.




DOI: http://dx.doi.org/10.33087/dikdaya.v12i2.318

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Ilmiah Dikdaya
Fakultas Keguruan dan Ilmu Pendidikan (FKIP) Universitas Batanghari Jambi
Jl. Slamet Ryadi, Broni-Jambi
Telepon. 0741-667089 | e-mail: dikdaya.unbari@gmail.com