Pengaruh Kreatifitas Dan Inovasi Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Mayoutfit Store di Galaxy Bekasi Selatan)

Abstract

This research aims to determine the effect of Creativity and Product Innovation on
Purchase Decisions (Case Study at the Mayoutfit Store in South Bekasi). This research
was a quantitative study with a sample of 155 respondents. The data were collected
using a questionnaires that has been tested for validity and reliability, while data analysis
is done using multiple linear regression analysis. The results of the study based on the
t-test analysis showed that the Creativity Variable (X1) had a t-count value of 12.630 > ttable 1.97569 or significant 0.000 <0.05 and the Innovation Variable (X2) with a t-count
value of 10.009 > t-table 1.97569 or significant 0.000 <0.05, then it is said that Creativity
(X1) and Innovation (X2) variables have a significant effect partially on the Purchase
Decision Variable (Y). Meanwhile, the F test shows that the independent variables
(Creativity and Innovation) have a simultaneous influence on the dependent variable
(Purchase Decision) with a calculated F value of 366,098 > F table 3.06 or significant
0.000 < 0.05, so Ho is rejected and Ha is accepted. Based on multiple linear regression
analysis, the model or equation is Y = 5.252 +0.527X1+0.671X2..