ANALISIS PENGARUH INOVASI PRODUK,HARGA, DAN SERTIFIKASI HALAL TERHADAP MINAT BELI ULANG MELALUIKEPUASAN KONSUMEN UMKM DI KOTA MEDAN
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Bunga Aditi: Sekolah Tinggi Ilmu Ekonomi Harapan
No ym4fz, INA-Rxiv from Center for Open Science
Abstract Companies are faced with such complex circumstances and are required to be able to determine a strategy as a tool to overcome the situation. One step is to run an effective and efficient marketing concept. The purpose of this research is knowing and analyzing the effect product innovation, price, and halal certification to consumer buying surge. through the satisfacton consumer of Micro Small and Medium Business (UMKM) in Medan. The type of research used is explanatory research with quantitative approach. The population in this study is the community as consumers who are in the area of Medan.Total sample of 150 people by using SEM method. Sampling method which use an accidental sampling, Analysis method used in this research is analysis of Structural Equation Modeling with data processing using Computer program of Analysis of Moment Structure. The results of this research isshowed the effect product innovation, price, and halal certification had a positive and significant impact on satisfaction consumer. Product innovation, pricehalal certification have a positive and significant impact on consumer buying surge..The satisfaction consumberhas affects consumer buying surge interest positively. Keywords: Product Innovation, Price, Halal Certification, Satisfaction Consumer, Consumer buying surge
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