Pengaruh Inovasi Produk dan Harga terhadap Keputusan Pembelian Suzuki Karimun Wagon R AGS (Studi di Dealer United Motor Centre Jalan Ahmad Yani Surabaya)
Abstract: This study is based
on the phenomenon of the gap, the gap when Suzuki issued Suzuki Karimun Wagon R
AGS with various innovations invested and the lowest price but the lowest
annual sales, even in every year sales decreased. The purpose of this study is
to analyze and discuss the effect of product innovation and price on the
purchase decision Suzuki Karimun Wagon R AGS. This study is a conclusive study.
Using non probability sampling method The sampling method used is judgmental
sampling with the number of 55 respondents. Technique of collecting data using
questionnaire with closed statement and open question. This study uses the
likert scale. The statistical analysis used is a multiple linear regression
analysis with SPSS 23 for windows. The results showed that the variables of
Product Innovation are significant effect on the purchases decision with
significant value of 0,004. Price variables significantly influence the
purchase decision with significant value of 0,009.
Keywords: Product Innovation,
Price, Purchase Decision.
Penulis: ADITYA TANJUNG
TANDIA, SRI SETYO IRIANI
Kode Jurnal: jpmanajemendd180499
