PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN BATIK JAMBI (STUDI KASUS UKM ZHORIF KOTA JAMBI)

Karina Gusnasari, Karina Gusnasari (2021) PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN BATIK JAMBI (STUDI KASUS UKM ZHORIF KOTA JAMBI). skripsi thesis, Universitas Batanghari.

Text skripsi karina baru.pdf Download (2MB)

Abstract

ABSTRACT Karina Gusnasari / 1700861201389 / Faculty Of Economic University Of Batanghari Jambi / The Effect of Promotion and Innovation on Purchasing Decisins For Jambi Batik (Case Study Of UKM Zhorif Jambi City)/ 1st Advisor Pupu Sopini SE,MM/ 2st Advisor Akhmad Irwansyah S, S.E, M.M. This study aims to determine (1) to determine the promotion, innovation and purchasing decisions made by Jambi batik Zhorif, (2) to determine the effect of promotion and product innovation simultaneously on consumer purchasing decisions, (3) to determine the effect of promotion and product innovation partially to the purchase decision. This type of research is a survey method which consists of two independent variables and one dependent variable. The total population of this study was 238. The sampling technique in this study was proportional random sampling, so that 70 people were selected as research samples. Data collection techniques in this study is to distribute questionnaires to respondents. Data analysis technique in this research is multiple linear regression with SPSS program. Batik Jambi Zhorif is an original Jambi Batik business built by a craftsman named Atiah Muhammad who has been pioneered since 1981 and is located Jln KH.Ibrahim, RT 02 Ulu Gedong Village, Danau Teluk District, Jambi City. With very tight competition in the batik industry, Batik Jambi Zhorif conducts promotions by means of Advertising (Advertising), Sales Promotion (Sales Promotion) and Public Relations (Publicity). Next they use product imitation innovation (mee too - product) And finally they also develop new products (New to the world product). The results showed that promotion had a positive effect on purchasing decisions for Batik Jambi Zhorif because the probability value for promotion was 0.000 with a confidence level (∝=5%) from the calculation, it can be seen that the probability value was smaller than alpha. 0.000 <0.05 and the tcount value of 4.962 is greater than ttable 1.66. The results show that innovation has a positive effect on purchasing decisions for Batik Jambi Zhorif because the probability value for promotion is 0.039 with a confidence level (∝ = 5%) from the calculation, it can be seen that the probability value is smaller than alpha. 0.039 <0.05 and the tcount value of 2.106 is greater than ttable 1.66. For companies or marketers, it is recommended to increase promotions both in quantity and product quality, especially the advantages of Batik Jambi Zhorif. From the results of this study, the coefficient of determination obtained is 0.501, which means the influence of promotion and innovation on purchasing decisions is 50.1% while the rest is influenced by other variables. Therefore, it is recommended for further researchers to examine the variables of price, product quality and ease of transaction.

Actions (login required)

View Item