THE INFLUENCE OF PRODUCT QUALITY, PRODUCT INNOVATION, AND PROMOTION ON PURCHASE DECISIONS (A CASE STUDY ON MICRO, SMALL, AND MEDIUM ENTERPRISES OF SOY MILK IN BLONGSONG VILLAGE)
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Abstract
This study aims to determine the Influence of Product Quality, Product Innovation, and Promotion on purchasing decisions at Soy Milk UMKM in Blongsong Village. The sample in this study was 109 respondents. In this study, the population was 150. The data collection method in this study used the method of distributing questionnaires on Google Form and observation, especially consumers in Blongsog Village. Data analysis used SEM-PLS SmartPLS3 program consisting of a measurement model test (Outer Model) consisting of Convergent Validity Test, Discriminant Validity Test, Composite Reability Test and (Cronbach's Alpha). Structural model (Inner Model) consisting of Determinant coefficient (R-Square), Path Coefficient, Hypothesis Test. The results of this study are Product Quality and product innovation have a positive and significant effect on purchasing decisions. Promotion has a negative but significant effect on purchasing decisions.
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