Pengaruh Harga dan Inovasi Produk serta Gaya Hidup terhadap Keputusan Pembelian Kain Endek di Pasar Semarapura

Abstract

This study aims to test the effect of price, product innovation, and lifestyle, price, product innovation and lifestyle on purchasing decisions. The method used in this research is a quantitative approach. Consumers of endek fabrics in the Semarapur market are the research subjects while the influence of price, product innovation, and lifestyle on purchasing decisions is the object of the study. The results of this study indicate that (1) Price, product innovation and lifestyle have a positive and significant effect on purchasing decisions for endek fabrics at Semarapura Market, (2) Prices have a positive and significant effect on purchasing decisions for endek fabrics at Semarapura markets, (3) Product innovation. has a negative and significant effect on purchasing decisions for endek fabrics at the Semarapura Market. (4) Lifestyle has a positive and significant effect on purchasing decisions for endek fabrics in the Semarapura market.