Pengaruh Kreatifitas Dan Inovasi Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Mayoutfit Store di Galaxy Bekasi Selatan)
DOI:
https://doi.org/10.31334/jambis.v1i6.2337Keywords:
Creativity, Innovation, and Purchase DecisionAbstract
This research aims to determine the effect of Creativity and Product Innovation onPurchase 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..
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