relation: https://eprints.untirta.ac.id/49698/
title: Analisis Pengaruh Promosi, Harga dan Inovasi Terhadap Keputusan Pembelian Pada Gerai Oleh-Oleh Khas Banten (Suatu Kasus di UMKM Rumah Bangkit Fafin Kota Serang)
creator: IFFAT, SYIAZZAH
subject: S Agriculture (General)
description: UMKM Rumah Bangkit Fafin is a micro, small, and medium enterprise specializing in regional souvenirs that faces intense competition in the local market. This study aims to examine the influence of promotion, pricing, and innovation on consumer purchasing decisions. Data collection involved both primary data (through questionnaires and interviews) and secondary data (from literature reviews and previous studies). A total of 40 respondents were selected using a purposive sampling technique. The analytical methods applied include instrument testing (validity and reliability), classical assumption testing, multiple regression analysis, and hypothesis testing. The findings reveal that the variables of Promotion Quality (X1), Price (X2), and Innovation (X3) collectively contribute 65% to the purchasing decision (Y) at UMKM Rumah Bangkit Fafin. Simultaneous testing confirms that all three variables significantly affect purchasing decisions. Partial testing further indicates that promotion and innovation have a positive and significant impact on purchasing decisions, while price has a negative but significant influence. This research is intended to offer valuable insights for MSME practitioners, particularly Rumah Bangkit Fafin, in formulating more effective marketing strategies to enhance sales and strengthen market competitiveness.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/49698/1/Syiazzah%20Iffat_4441210096_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/49698/3/Syiazzah%20Iffat_%204441210096_02.pdf
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identifier: https://eprints.untirta.ac.id/49698/4/Syiazzah%20Iffat_4441210096_03.pdf
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identifier: https://eprints.untirta.ac.id/49698/5/Syiazzah%20Iffat_%204441210096_04.pdf
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identifier: https://eprints.untirta.ac.id/49698/6/Syiazzah%20Iffat_%204441210096_05.pdf
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identifier: https://eprints.untirta.ac.id/49698/7/Syiazzah%20Iffat_4441210096_Ref.pdf
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identifier: https://eprints.untirta.ac.id/49698/8/Syiazzah%20Iffat_%204441210096_Lamp.pdf
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language: en
identifier: https://eprints.untirta.ac.id/49698/17/Syiazzah%20Iffat_4441210096_01.pdf
identifier:   IFFAT, SYIAZZAH  (2025) Analisis Pengaruh Promosi, Harga dan Inovasi Terhadap Keputusan Pembelian Pada Gerai Oleh-Oleh Khas Banten (Suatu Kasus di UMKM Rumah Bangkit Fafin Kota Serang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.