PENGARUH INOVASI PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN WRAP SPRING ROLLS MAKASSAR

Ayunita Tirtahati. 2024. The Influence of Product Innovation, and Service Quality on Consumer Purchase Decision of Wrap Spring Rolls Makassar, supervised by Andi Widiawati and Bahrul Ulum Ilham.

This study aims to analyze (1) The partial effect of product innovation, and service quality on the consumer purchase decision of Wrap Spring Rolls Makassar. (2) The simultaneous effect of product innovation, and service quality on the consumer purchase decision of Wrap Spring Rolls Makassar. (3) The most dominant variable affecting the consumer purchase decision of Wrap Spring Rolls Makassar.

The sample of the study was 75 respondents who are consumers of Wrap Spring Rolls Makassar, this study used a multiple linear regression analysis method with data collection using a Likert scale questionnaire.

The results of the study show that (1) Partially, the variables of product innovation, and service quality have a negative and not significant effect on the purchase decision of Wrap Spring Rolls Makassar. (2) Simultaneously, the variables of product innovation, and service quality have a positive and significant effect on the purchase decision of Wrap Spring Rolls Makassar. (3) The service quality variable is the most dominant factor significantly affecting the consumer purchase decision of Wrap Spring Rolls Makassar.