Pengaruh Kualitas Produk, Harga dan Inovasi Produk Terhadap Keputusan Pembelian Produk UMKM Kotak Rokok Jombang

Kurniawati, Dyah Ayu Listyo (2025) Pengaruh Kualitas Produk, Harga dan Inovasi Produk Terhadap Keputusan Pembelian Produk UMKM Kotak Rokok Jombang. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to determine the influence of Product Quality, Price, and Product Innovation on Purchasing Decisions for Cigarette Box MSMEs in Jombang. This study used a quantitative approach. Sampling was conducted using a purposive sampling method with 110 respondents. The analysis technique used in this study was Partial Least Squares (PLS). The results indicate that Product Quality has a significant positive effect on Purchasing Decisions, Price has a negative but insignificant effect on Purchasing Decisions, and Product Innovation has the strongest positive and significant effect on Purchasing Decisions. These findings confirm that the higher the innovation implemented by MSMEs, the greater the opportunity to increase consumer purchasing decisions. Keywords: Product Quality, Price, Product Innovation, Purchasing Decisions.

Item Type:

Thesis (Undergraduate)

Contributors: