PENGARUH INOVASI PRODUK DAN PROMOSI BERBASIS SOCIAL NETWORK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BINDER PINK SHOP ROYAL PLAZA SURABAYA

Abstract

In this study aims to describe the product innovation and promotion based on social network on purchasing decisions for the binder pink shop royal plaza surabaya. Obtained a population of 250 consumers and obtained a sample used in this study as many as 146 consumers. Accidental sampling as a sampling technique used. Data analysis uses multiple liniear regression analysis. Hypothesis test with t-test and F-test. The results of the analysis show that product innovation and promotion based on soical network influence purchasing decisions. There fore the binder pink shop royal plaza surabaya is expected to continue to product innovation and to aggressively carry out promotion based on social network in order to continue to compete.