PENGARUH INOVASI PRODUK, PROMOSI, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA UTI DIMSUM DI SITUBONDO

Abstract

This study examines the effect of product innovation, promotion, product quality, and price on purchase decisions through purchase intention as an intervening variable at Uti Dimsum in Situbondo. This study uses a quantitative method with random sampling techniques. The population in this study includes all Uti Dimsum consumers. The sample consists of 135 respondents obtained from the distribution of questionnaires by the researcher. The data analysis method used in this study is PLS-SEM (Partial Least Squares Structural Equation Modeling) with the help of the SmartPLS 3.0 application. The results of the study show that product innovation has a positive but not significant effect on purchase intention, promotion has a positive and significant effect on purchase intention, Product quality has a positive and significant effect on Purchase Intention, Price has a positive and significant effect on Purchase Intention. Product innovation has a positive but not significant effect on Purchase Decision, Promotion has a positive and significant effect on Purchase Decision, Product quality has a positive but not significant effect on Purchase Decision, Price has a positive but not significant effect on Purchase Decision, Purchase Intention has a positive and significant effect on Purchase Decision, Product innovation has a positive and significant effect on Purchase Decision through Purchase Intention, Promotion has a positive and significant effect on Purchase Decision through Purchase Intention, Product quality has a positive and significant effect on Purchase Decision through Purchase Intention, Price has a positive and significant effect on Purchase Decision through Purchase Intention.