Citation:

Hernita Hadiastuti, Sumardjono, Evie Juliantini. "The Effect of Product Innovation, Product Quality, and Product Price on Purchasing Decisions of STIKBAB Snacks" International Research Journal of Economics and Management Studies, Vol. 3, No. 5, pp. 118-128, 2024.

Abstract:

This research purposes to determine the effect of Product Innovation, Product Quality, and Product Price on Purchasing Decisions of STIKBAB snacks in Bogor City. The population in this research were consumers of STIKBAB snacks in Bogor City. The sample used was 96 respondents using the purposive sampling technique. This research uses a quantitative approach with the data analysis method Structural Equation Modelling - Partial Least Square. The results showed that Product Innovation has a positive and significant effect on Purchasing Decisions, and Product Price has a positive and significant effect on Purchasing Decisions. Meanwhile, Product Quality has a positive but insignificant effect on Purchasing Decisions. Variable Product Innovation has the greatest effect on Purchasing Decisions compared to Variable Product Quality and Product Price.

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Keywords:

Product Price, Product Innovation, Purchasing Decisions, Product Quality.