Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

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Analysis of the Effect of Promotion and Product Innovation on Consumer Purchase Decisions in Digital Technology-Based Micro and Small Enterprises in Padang City

Authors
Ramadhania Ramadhania1, *, Yuda Delprima Candra1, Sepris Yonaldi1, Dessy Kurnia Sari2
1Department of Management Literature, Faculty of Economic and Business, Tamansiswa University, Padang, Indonesia
2Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
*Corresponding author. Email: ramadhania010589@gmail.com
Corresponding Author
Ramadhania Ramadhania
Available Online 10 January 2024.
DOI
10.2991/978-94-6463-350-4_50How to use a DOI?
Keywords
Promotion; Product Innovation; Purchase Decision
Abstract

The purpose of this study was to determine and analyze the effect of product promotion and innovation on consumer purchasing decisions for micro and small businesses based on digital technology in Padang City. The research method used is a quantitative approach. The sampling technique used is non-probability sampling, namely purposive sampling, so that a sample of 100 consumers is found. The data collection methods used are interviews, questionnaires, and observation. The data analysis technique used is multiple linear regression analysis, t-test, F test, and coefficient of determination. Based on multiple linear regression analysis, it was found that Y = 7,544 + 0,785X1 + 0,573X2 + e. Based on the results of tests conducted individually, it was found that individual variables, promotions, and product innovations had a significant effect on consumer purchasing decisions for micro and small businesses based on digital technology in Padang City. In comparison, F results found that the variables of promotion and product innovation together have a significant effect on consumer purchasing decisions for micro and small businesses based on digital technology in the city of Padang. In comparison, the value of the coefficient of determination is in the Adjusted R Square value of 51%.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 January 2024
ISBN
978-94-6463-350-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-350-4_50How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ramadhania Ramadhania
AU  - Yuda Delprima Candra
AU  - Sepris Yonaldi
AU  - Dessy Kurnia Sari
PY  - 2024
DA  - 2024/01/10
TI  - Analysis of the Effect of Promotion and Product Innovation on Consumer Purchase Decisions in Digital Technology-Based Micro and Small Enterprises in Padang City
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 515
EP  - 519
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_50
DO  - 10.2991/978-94-6463-350-4_50
ID  - Ramadhania2024
ER  -