MARKET ORIENTATION AND PRODUCT INNOVATION IMPACT PURCHASING DECISIONS

MARKET ORIENTATION AND PRODUCT INNOVATION IMPACT PURCHASING DECISIONS

market orientation, product innovation, purchasing decision

This study aims to identify and analyze the influence of market orientation and product innovation on purchasing decisions in companies in Gresik. This research was included in quantitative research and the customers who transacted in gresik were the population in the study. The technique of calculating the number of samples uses non-probability sampling. This study sample used customers who ordered the product to contribute to becoming research participants. Data collection is carried out by distributing questionnaires. Some of the data analysis methods used are validity and reliability testing, multiple linear regression analysis, hypothesis testing, and determination coefficient testing. The results showed that market orientation and product innovation partially and simultaneously influence purchasing decisions.

Rusdiyanto1, Susetyorini2, Umi Elan3, Muhammad Afifi Rahman4
Nur Farida5, Arif Syafi’ur Rochman6

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

peri irawan

pdf

english

text