Pengaruh Harga, Keunggulan Bersaing Dan Inovasi Produk Terhadap Keputusan Pembelian Pada Mixue Studi Kasus Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Islam Malang Angkatan 2019

Abstract

Abstract

 

The main purpose of this research was to investigate how the variables Price, Competitive Advantage, and Product Innovation influence the Purchase Decision of students enrolled in the Faculty of Economics and Business, majoring in management, at the University of Islam Malang. The total population for this study consisted of 598 students, and a purposive sampling technique was employed, resulting in a sample size of 86 students. The data collected was analyzed using multiple linear regression. The findings indicated that Price has a significant impact on Purchase Decision, Competitive Advantage also significantly affects Purchase Decision, and finally, Product Innovation has a significant effect on Purchase Decision.

 

Keywords: Price, Competitive Advantage, and Product Innovation