PENGARUH INOVASI PRODUK, KUALITAS PRODUK, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK-PRODUK UMKM BUMDESA KUALA ALAM BANDAR JAYA
Keywords:
product inovation, product quality, brand awareness, purchase decisions, bumdesa kuala alamAbstract
This study was conducted to determining the effect of product innovation, product quality, and brand awareness on purchase decisions for BUMDesa Kuala Alam Bandar Jaya MSME products. The population in this study were people living in the Bengkalis City area with a sample size of 85 respondents. The research data analysis method uses Multiple Linear Regression Analysis. The measurement indicators use a Likert Scale and the data is processed using SPSS version 25. Based on the results of data analysis, it shows that there is an influence of product innovation, product quality and brand awareness on purchasing decisions simultaneously. It is hoped that this research can contribute to the MSME BUMDES Kuala Alam Bandar Jaya to consider the importance of product innovation, product quality, and brand awareness in running MSME business ventures for the sustainability of their business so that their business remains sustainable and growing, and obtains maximum income.
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Indonesian Society of Applied Science (ISAS)
