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Inovasi Produk dan Digital Marketing dalam mempengaruhi Keputusan Pembelian pada Teras Soreang Kabupaten Bandung

Year: 2023

Type: article

Abstract: This research focuses and aims to test the influence of product innovation and marketing digital on purchasing decisions at UMKM Teras Soreang. The population in the study was a visitor to Teras Soreang Kab Bandung. Samples taken from this study as many as 160 with the methods used namely purposive sampling and snowball sampling. Data were analyzed using SEM methods with Smart PLS 3.0 software. The results of this study show that product innovation has a significant effect on purchasing decisions and digitization has a significant effect on purchasing decisions together and partially. To increase sales, more in-depth training and mentoring is needed to MSMEs Teras Soreang in order to survive in the period after covid 19.

Source: EKONOMIS Journal of Economics and Business

DOI: 10.33087/ekonomis.v7i1.1071

Authors: Ema Ambiapuri, Hedi Setiadi, Nur Aini Parwitasari

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4376959639

FWCI: 1.564

Cites: 2

Cited by: 10

Related to: 10