ANALISIS PENGARUH KUALITAS PRODUK, INOVASI PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI SANDY JAYA FURNITURE JEPARA

Kafidhin Kafidhin

Abstract


This study aimed to analyze the effect of quality products, innovation products and promotion of the product purchasing decisions in Sandy Jaya Furniture Jepara. The variables of this study consisted of three independent variables and the dependent variable, namely the quality products, innovation products and promotion as the independent variable and purchasing decisions serve as the dependent variable. This research was conducted by survey method to consumers Sandy Jaya Furniture Jepara and analyzed with regression. The first phase tested the validity and reliability questions for each variable. The second phase, regressed variable quality product, innovation product and promotion on purchasing decisions. The results showed that the variables of quality product, innovation product and promotion of significant positive effect on the product purchasing decisions Sandy Jaya Furniture Jepara. The results of research, it is necessary to increase the range of promotion of Sandy Jaya Furniture Jepara products by using social media, as well as the spread of catalogs in various furniture stores so that consumers are more familiar with the products of Sandy Jaya Furniture Jepara, new product design development strategy Sandy Jaya Furniture Jepara tailored to customer's wishes.

Keywords


product quality;product innovation;promotion and purchasing decisions

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