Dampak Inovasi Produk Dan Penggunaan Media Sosial Terhadap Keputusan Pembelian Studi Kasus Pada Produk Kemplang Panggang Palembang Amanda

Abstract

Entrepreneurial competition is currently very high because all companies are constantly
trying to increase their market share by getting new customers. Business conditions change
dynamically with changes in the surrounding environment and changes in the tastes of
consumers who are increasingly diverse. The community is required to be creative by
processing fish into other processed fish products such as kemplang biscuits, these processed
products are very popular with the community for complementary foods. This study aims to
determine 1) To find out whether product innovation has an effect on purchasing decisions.
2) To find out whether the use of social media has an effect on purchasing decisions. 3) To
find out the variables of product innovation and the use of social media together have an
effect on purchasing decisions. This study uses a quantitative approach. The survey method
was chosen as the primary data source. The survey method focuses on collecting data from
respondents who have certain information, thus enabling researchers to solve problems. In
this study, the population was taken based on consumers who made purchases of Amanda
Kemplang crackers as many as 115 per month. Data collection techniques using a
questionnaire with a Likert scale. The results showed that 1) there was a positive and significant influence between product innovation on purchasing decisions. 2) there is a
positive and significant influence between social media on purchasing decisions. 3) there is a
positive and significant influence between product innovation and the use of social media
together on purchasing decisions