Analysis of the Effect of Promotion and Product Innovation on Consumer Purchase Decisions in Digital Technology-Based Micro and Small Enterprises in Padang City

Ramadhania Ramadhania (), Yuda Delprima Candra, Sepris Yonaldi and Dessy Kurnia Sari
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Ramadhania Ramadhania: Tamansiswa University, Department of Management Literature, Faculty of Economic and Business
Yuda Delprima Candra: Tamansiswa University, Department of Management Literature, Faculty of Economic and Business
Sepris Yonaldi: Tamansiswa University, Department of Management Literature, Faculty of Economic and Business
Dessy Kurnia Sari: Universitas Andalas, Department of Management, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 515-519 from Springer

Abstract: Abstract The purpose of this study was to determine and analyze the effect of product promotion and innovation on consumer purchasing decisions for micro and small businesses based on digital technology in Padang City. The research method used is a quantitative approach. The sampling technique used is non-probability sampling, namely purposive sampling, so that a sample of 100 consumers is found. The data collection methods used are interviews, questionnaires, and observation. The data analysis technique used is multiple linear regression analysis, t-test, F test, and coefficient of determination. Based on multiple linear regression analysis, it was found that Y = 7,544 + 0,785X1 + 0,573X2 + e. Based on the results of tests conducted individually, it was found that individual variables, promotions, and product innovations had a significant effect on consumer purchasing decisions for micro and small businesses based on digital technology in Padang City. In comparison, F results found that the variables of promotion and product innovation together have a significant effect on consumer purchasing decisions for micro and small businesses based on digital technology in the city of Padang. In comparison, the value of the coefficient of determination is in the Adjusted R Square value of 51%.

Keywords: Promotion; Product Innovation; Purchase Decision (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-350-4_50

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