Work

Pengaruh Inovasi Produk dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Isotonik Pocari Sweet di Kabupaten Karawang

Year: 2024

Type: article

Abstract: Pocari Sweet has been ranked first for a long time as the top brand in the type of isotonic drink. This study is aimed at analyzing the influence of product innovation and product quality on purchasing decisions for the Pocari Sweet isotonic drink in Karawang district. The population in this study were the people of Karawang district who often consumed and knew about various kinds of pocari sweet isotonic drink packaging. The research method is quantitative using purposive sampling with the hair formula which then obtains a sample of 150 respondents. Data analysis uses PLS-SEM to provide predictions and develop theory. The result is that product innovation and product quality have a significant influence on purchasing decisions.

Source: Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah

DOI: 10.47467/alkharaj.v6i9.2517

Authors: Muhamad Fahrul Zalfa Azid, Citra Savitri, Syifa Pramudita Faddila

Institution: Universitas Buana Perjuangan Karawang

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4402116670

FWCI:

Cites: 24

Cited by:

Related to: 10