Pengaruh Inovasi Produk dan Kualitas Produk terhadap Keputusan Pembelian Jersey Custom di Republic Jersey Bekasi

Anita Maulina, Wendi Irawan, Anisa Arizona Bandi

Abstract


This study aimed to determine how much influence product innovation andproduct quality had on the purchasing decisions of customized jerseys in Republic Jersey Bekasi. This study employed a quantitative approach by using a survey method. The sample in this study were customers who had ordered customized jerseys at Republic Jersey at least once and obtained as many as 160 respondents. The data were analyzed using multiple linear regression. The results of this study indicated that Product Innovation (X1) partially positively and significantly affected Purchasing Decisions (Y) for customized jerseys in Republic Jersey Bekasi by 29.5%. Product Quality (X2) positively and significantly affected Purchasing Decisions (Y) for customized jerseys in Republic Jersey Bekasi by 46.3%. Taken together, Product Innovation (X1)and Product Quality (X2) had a positive and significant effect on PurchasingDecision (Y) customized jerseys in Republic Jersey Bekasi by 48.5%. Last, the remaining 51.5% was influenced by other variables that were notresearched such as promotion, prices and location

Keywords


Product Innovation; Product Quality; Purchasing Decisions.

Full Text:

PDF

References


Buku

Friadi et al. (2022). Kewirausahaan Berbasis Produk (L. E. Wijaya (ed.); 1st ed.). Yogyakarta: Penerbit Samudra Biru (Anggota IKAPI).

Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26. (10th ed.).

Semarang: Badan Penerbit Universitas Diponegoro.

Hair et al. (2014). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach (7th ed.). Harlow: Pearson Education Limited.

Kotler, P. T., & Armstrong, G. (2016). Principles of Marketing (16th ed.). North Carolina: Pearson Education Limited.

Kotler, P. T., & Keller, K. L. (2016b). Manajemen Pemasaran (12th ed.). Jakarta: PT. Indeks. Tjiptono, F. (2015). Strategi Pemasaran. (4th ed.). Yogyakarta: Andi Offset.

Jurnal

Almira, A., & Sutanto, J. (2018). Pengaruh Inovasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Maison Nob. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, Vol. 3 No. 2 Hal. 250–259.

Andriani, F. (2021). Pengaruh Iklan Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Tokopedia (Studi Kasus Pada Pengguna Tokopedia Di Jabodetabek). Jurnal Inovatif Mahasiswa Manajemen, Vol. 1 No. 3 Hal. 266–278.

Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), Vol. 7 No. 1 Hal. 17–32.

Okhtavia, R., & Setiawan, M. B. (2022). Pengaruh Kualitas Produk, Citra Merek, Dan Inovasi Produk Terhadap Keputusan Pembelian Konsumen Sepatu Olahraga NIKE (Studi Pada Pengguna Sepatu Olahraga NIKE di Kota Kendal). SEIKO: Journal of Management & Business, Vol. 4 No. 3 Hal. 357–369.

Prasetyo, D. (2020). Analisis Pengaruh Harga Dan Inovasi Produk Terhadap Keputusan Pembelian Pada Caffe D’Cherry Sweet Sampit. Profit (Jurnal Penerapan Ilmu Manajemen Dan Kewirausahaan), Vol. 5 No. 1 Hal. 35–49.

Publikasi dalam konfrensi atau seminar

IdEA, (2022). Paparan Hasil Riset Pelaksanaan Harbolnas 2022. Idea.or.Id. https://idea.or.id/artikel/paparan-hasil-riset-pelaksanaan-harbolnas-2022?lang=id. (diakses 14 April 2023)

Kahfi, K. (2023). NielsenIQ: Inflasi Pengaruhi Pertumbuhan Harbolnas 2022. Validnews.Id. https://validnews.id/ekonomi/nielseniq-inflasi-pengaruhi-pertumbuhan-harbolnas-2022. (diakses 14 April 2023)




DOI: https://doi.org/10.31334/jambis.v4i4.4105

DOI (PDF): https://doi.org/10.31334/jambis.v4i4.4105.g2088

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 JAMBIS : Jurnal Administrasi Bisnis

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

JAMBIS : Jurnal Administrasi Bisnis

ISSN 2775-2615 (Media Online)
Email :  [email protected]
Website: http://ojs.stiami.ac.id/index.php/JUMABI/index

 

INDEKS BY: