Pengaruh Kualitas Produk, Inovasi Produk dan Harga Terhadap Keputusan Pembelian Produk HiLo di Kota Medan

Abstract

This research aims to determine and analyze the influence of Product Quality, Product Innovation, and Price on purchasing decisions of HiLo products in Medan City. This research is associative research and the type of data used is quantitative data. The population in this research were consumers of HiLo in Medan City. The number of samples in this study was 100 people with a sampling technique using purposive sampling with the criteria being customers who have purchased HiLo powdered variants such as HiLo Teen, and HiLo Platinum. The data analysis used is multiple linear regression analysis. Data processing in this research uses SPSS 26. The results of this research show that simultaneously Product Quality, Product Innovation, and Price have a positive and significant effect on purchasing decisions. Partially, Product Quality, Product Innovation, and Price also have a positive and significant effect on purchasing decisions of HiLo products in Medan City. And based on the coefficient of determination, the independent variables are able to influence the dependent variable by 67,8%.