Open AccessPengaruh Harga dan Inovasi Produk serta Gaya Hidup terhadap Keputusan Pembelian Kain Endek di Pasar Semarapura
Author(s) -
Ida Ayu Devi Atnawati,
Ni Made Ary Widiastini
Publication year - 2021
Publication title -
bisma: jurnal manajemen/bisma
Language(s) - English
Resource type - Journals
eISSN - 2714-6782
pISSN - 2476-8782
DOI - 10.23887/bjm.v7i1.29522
Subject(s) - purchasing , product (mathematics) , research object , business , product innovation , marketing , new product development , business administration , mathematics , geometry
This study aims to test the effect of price, product innovation, and lifestyle, price, product innovation and lifestyle on purchasing decisions. The method used in this research is a quantitative approach. Consumers of endek fabrics in the Semarapur market are the research subjects while the influence of price, product innovation, and lifestyle on purchasing decisions is the object of the study. The results of this study indicate that (1) Price, product innovation and lifestyle have a positive and significant effect on purchasing decisions for endek fabrics at Semarapura Market, (2) Prices have a positive and significant effect on purchasing decisions for endek fabrics at Semarapura markets, (3) Product innovation. has a negative and significant effect on purchasing decisions for endek fabrics at the Semarapura Market. (4) Lifestyle has a positive and significant effect on purchasing decisions for endek fabrics in the Semarapura market.