PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN BATIK JAMBI PADA UMKM AZMIAH KECAMATAN DANAU TELUK KOTA JAMBI

Salwa Ashbahani, 1900861201017 (2023) PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN BATIK JAMBI PADA UMKM AZMIAH KECAMATAN DANAU TELUK KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

Text (PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN BATIK JAMBI PADA UMKM AZMIAH KECAMATAN DANAU TELUK KOTA JAMBI) Salwa Ashbahani 1900861201017.pdf - Published Version Download (3MB)

Abstract

ABSTRACT The purpose of this study was to determine promotion, product innovation and purchasing decisions made by MSME Azmiah and to determine the simultaneous and partial effect of promotion and product innovation on purchasing decisions for Jambi Batik in UMKM Azmiah. In discussing this problem the author uses quantitative research methods. Quantitative research is research that is used to investigate, discover, describe and explain features or qualities of social influence that cannot be explained. Variables are usually measured with research instruments so that data consisting of numbers can be analyzed based on statistical procedures. The number of respondents in this study were 79 people. Jambi Azmiah Batik is one of the Micro, Small and Medium Enterprises (MSMEs) engaged in the batik industry, which is located on Jalan KH. A.Somad Rt.08 Olak Kemang Village, Danau Teluk District, Jambi City. This business was started in 1970, and was officially established in 1985 which was started for the first time by the first generation, Mrs. Asmah until 1995, then was continued by the children of Mrs. Asmah as the second generation, Mrs. from Azmiah's mother as the third generation, namely Dhita Khairun Nisa until now. Promotion variable (X1) = 0.301. This indicates that the promotion variable (X1) has a positive effect on the purchasing decision on Jambi Azmiah Batik by or in other words, if the promotion variable (X1) is increased individually, the purchasing decision will increase by 0.301. And product innovation variable (X2) = 0.323. This indicates that the product innovation variable (X2) has a positive effect on purchasing decisions on Jambi Azmiah Batik by or in other words, if the product innovation variable (X2) is increased individually, the purchasing decision will increase by 0.323. Based on the results of the simultaneous hypothesis test, it was found that the influence of promotion and product innovation variables on purchasing decision variables can simultaneously affect purchasing decision variables. This can be proven from the simultaneous test (F test) that the calculated F is 15.322 and the F table is 3.11 with a significant value of 0.000 <0.05. So it can be concluded that F count is greater than F table, namely 15.322 > 3.11. This shows that promotion and product innovation can improve purchasing decisions in a company. So it can be concluded that Ho is rejected and H1 is accepted. It means that simultaneously there is a significant influence between the promotion variable (X1) and product innovation (X2) on purchasing decisions (Y). Based on the results of the partial test on the promotion variable, it has a significant value of 0.021 <0.05 and a calculated t value of 2.355 > 1.991. And the product innovation variable has a significant value of 0.010 <0.05 and a calculated t value of 2.656 > 1.991. So it can be concluded that promotion and product innovation partially have a significant effect on purchasing decisions. It can be proven that promotion and product innovation are one of the factors that influence the increase in purchasing decisions. So it can be concluded that Ho is rejected and H1 is accepted. It means that simultaneously there is a significant influence between the promotion variable (X1) and product innovation (X2) on purchasing decisions (Y). Key Words : Promotions, Product Innovation, Purchasing Decisions

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