Pengaruh Inovasi Produk dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Roemah Bata Cafe dan Resto

Abstract

This study aims to determine "Pengeruh Product Innovation and Location Against Consumer Purchasing Decisions at Roemah Bata Café & Resto Medan". This type of research is associative that is a study that is asking the relationship between two variables. The population in this study were 100 consumers who made transactions at Roemah Bata Café & Resto Medan by using the Slovin formula to obtain a sample of 80 consumers. Based on the research results partially product innovation variable t- count value obtained 3.468 where> t-value at α 5% ie 1.664 and p-value in the column sig 0.001 <0.005 means the product innovation variable has a positive and significant influence on consumer purchasing decision variables. Based on the research results partially the location variable t-value obtained was 5,285 where> t-value at α 5% is 1,664 and the p-value in the sig column 0,000 <0.005 means that the location variable has a positive and significant influence on consumer purchasing decision variables. Based on the research results simultaneously the value of f_count> f_table is obtained by 39.222> 3.12 and the p-value is obtained in the column sig 0,000 <0.05 meaning the product and location innovation variables have a positive and significant influence on consumer purchasing decisions. Based on the calculation of the coefficient of determination, it can be seen that the Adjused R Square value obtained is 0.505. This figure shows that 50.5% of consumer purchasing decisions (dependent variable) can be explained by product and location innovation variables. The remaining 49.5% is influenced by other factors not explained in this study.