PENGARUH PERCEIVED VALUE DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PADA PRODUK SKINTIFIC DI YOGYAKARTA
DOI:
https://doi.org/10.22437/jmk.v13i03.33427Abstract
Penelitiain ini bertujuain untuk mengetaihui pengaruh perceived vailue, inovaisi produk terhaidaip keputusain pembeliain melailui minait beli paidai produk Skintific di Yogyaikairtai.
Populaisi dain saimpel yaing digunaikain dailaim penelitiain ini aidailaih konsumen yaing beraidai di Yogyaikairtai dengain kriteriai perempuain dain berusiai di aitais 18 taihun, berjumlaih 100 oraing, teknik pengaimbilain saimpel yaing dipaikaii aidailaih non probaibility saimpling, dengain menggunaikain metode purposive saimpling. Metode pengumpulain daitai menggunaikain penyebairain kuesioner. Ainailisis uji kuailitais menggunaikain uji vailiditais dain uji reliaibilitais, teknik ainailisis daitai menggunaikain uji aisumsi klaisik, uji ainailisis linier bergaindai, uji hipotesis, uji koefisien determinaisi dain uji sobel.
Haisil penelitiain menunjukkain baiwaih perceived vailue berpengairuh positif dain signifikain terhaidaip keputusain pembeliain, inovaisi produk tidaik berpengairuh terhaidaip keputusain pembeliain, minait beli berpengairuh positif dain signifikain terhaidaip keputusain pembeliain, perceived vailue berpengairuh positif dain signifikain terhaidaip minait beli, inovaisi produk berpengairuh positif dain signifikain terhaidaip minait beli, vairiaibel minait beli maimpu memediaisi perceived vailue terhaidaip keputusain pembeliain, dain vairiaibel minait beli maimpu memediaisi inovaisi produk terhaidaip keputusain pembeliain paidai produk Skintific.
Kaitai Kunci: Perceived Vailue, Inovaisi Produk, Minait Beli, Keputusain Pembelian.
This reiseiarch aims to deiteirminei thei influieincei of peirceiiveid valuiei and produict innovation on puirchasing deicisions throuigh puirchasei inteireist in Skintific produicts in Yogyakarta.
Thei popuilation and samplei uiseid in this reiseiarch weirei consuimeirs in Yogyakarta with thei criteiria of beiing feimalei and ageid oveir 18 yeiars, totaling 100 peioplei. Thei sampling teichniquiei uiseid was non-probability sampling, uising a puirposivei sampling meithod. Thei data colleiction meithod uiseis quieistionnaireis. Quiality teist analysis uiseis validity and reiliability teists, data analysis teichniquieis uisei classical assuimption teists, muiltiplei lineiar analysis teists, hypotheisis teists, coeifficieint of deiteirmination teists and Sobeil teists.
Thei reiseiarch reisuilts show that peirceiiveid valuiei has a positivei and significant eiffeict on puirchasing deicisions, produict innovation has no eiffeict on puirchasing deicisions, puirchasei inteireist has a positivei and significant eiffeict on puirchasei deicisions, peirceiiveid valuiei has a positivei and significant eiffeict on puirchasei inteireist, produict innovation has a positivei and significant eiffeict on inteireist. Puirchasei, thei puirchasei inteireist variablei is ablei to meidiatei peirceiiveid valuiei on puirchasing deicisions, and thei puirchasei inteireist variablei is ablei to meidiatei produict innovation on puirchasing deicisions for Skintific produicts.
Keiywords: Peirceiiveid Valuiei, Produict Innovation, Puirchasei Inteintion, Puirchasei Deicision.
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