­­PENGARUH INOVASI PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN KUALITAS PELAYANAN SEBAGAI VARIABEL MODERATING

Authors

  • Nico Febri Saputra Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat Banjarmasin Author
  • Anna Nur Faidah Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat Banjarmasin Author

Keywords:

Product Innovation, Product Quality, Purchase Decision, Service Quality

Abstract

The aim of the research is to understand 1) Analyze the impact of Product Innovation on Purchasing Decisions. 2) Analyze the impact of Product Quality on Purchasing decisions. 3) Analyze the effect of product innovation on purchasing decisions moderated by service quality. 4) Analyze the impact of product quality on purchasing decisions moderated by service quality.

The population of this research is buying Pagatan woven cloth. The number of respondents in this research was 40 respondents which were generated by distributing questionnaires and analyzed using the t test, f test, and the Moderated Regression Analysis (MRA) test.

The results of the study are: 1) Product innovation has an impact on purchase decisions, 2) Product quality influences consumer choice, 3) The impact of product innovation on purchase decisions is not influenced by service quality and 4) Service quality does not moderate the effect of product quality on purchase decisions..

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Published

2022-03-29

Issue

Vol. 6 No. 2 (2022)

Section

Articles