PENGARUH INOVASI PRODUK (HOME SERVICE GRILL)DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI BULGRILL CABANG BUNGKUL KOTA SURABAYA

rasyid, abdul mutholib (2022) PENGARUH INOVASI PRODUK (HOME SERVICE GRILL)DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI BULGRILL CABANG BUNGKUL KOTA SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

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Abstract

Abdul Mutholib Rasyid, 1542010108, Effect of Product Innovation and Lifestyle on Purchase Decisions at Bulgrill Bungkul Branch, Surabaya City This study aims to determine: (1) the effect of Product Innovation on consumer purchasing decisions for Home Service Grill products at Bulgrill Bungkul Branch, Surabaya City during the covid-19 pandemic; (2) the influence of Lifestyle, customer satisfaction on consumer purchasing decisions for Home Service Grill products at Bulgrill Bungkul Branch, Surabaya City during the covid- 19 pandemic. The population of this study are consumers who have purchased Home Service Grill products at Bulgrill Bungkul Branch, Surabaya City during the covid-19 pandemic. In this study, a sample of 100 respondents was used. The data analysis technique used SPSS. The results of this study indicate that there is a simultaneous effect proven by using the F test with a value of 50,682.>3,09.makah0 is rejected at a significant level of 5%. So it can be concluded that all independent variables are product innovation (x1) and Lifestyle ( x2) simultaneously has a positive influence on purchasing decisions (Y). Based on the t-test, which is 1.575 <1.984 and has a level of 5%, h0 is accepted at a significant level of 5%, it can be concluded that the purchasing decision of Home Service Grill is partially influenced by product innovation variables. Keywords: Product Innovation, Lifestyle, Purchase Decision.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorFARIDA, SITI NINGNIDN0029066408siti_farida.adbis@upnjatim.ac.id
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions: Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User: ABDUL MUTHOLIB RASYID
Date Deposited: 07 Jun 2022 08:29
Last Modified: 22 Jul 2022 02:44
URI: http://repository.upnjatim.ac.id/id/eprint/6867

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