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) | ||||||||
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| 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: | https://repository.upnjatim.ac.id/id/eprint/6867 |
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