Pengaruh Inovasi, Kualitas Produk, Iklan Produk dalam Meningkatkan Keputusan Pembelian Instan Noodle di Kota Medan
DOI:
https://doi.org/10.35134/ekobistek.v10i2.111Keywords:
Innovation, Product Quality, Product Advertising, Purchasing DecisionsAbstract
A purchase decision is a consumer's conscious desire to choose one that meets their needs, determines the
product needed to create that satisfaction, and makes a purchase decision. The decision to purchase the product.
The study conducted in Medan, Indonesia, determined the impact of innovation, product quality, and product
advertising on improving instant noodle purchasing decisions in Medan. The research process uses quantitative
explanations. The population in this survey is consumers who have purchased instant noodle products at least
once in Medan, with a total of 6,075 consumers. The number of samples used in this study was 100 consumers
and a test of validity and reliability of 30 respondents. The sampling method used in this study is random
sampling. The analysis method used by researchers is multiple linear regression analysis. In terms of findings,
innovation of 4,557 sig 0,000 partially influenced purchasing decisions, and the quality of 1,287 sig .201
positively influenced purchasing decisions, but was not important. Product Ad Quality 5,630 sig0,000 partially
affects purchase decisions. Product innovation, product quality, and product promotion amounted to 107,129
with a significance of 0.000 while significantly impacting purchasing decisions.
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