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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

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

Author

Listed:
  • Ramadhania Ramadhania

    (Tamansiswa University, Department of Management Literature, Faculty of Economic and Business)

  • Yuda Delprima Candra

    (Tamansiswa University, Department of Management Literature, Faculty of Economic and Business)

  • Sepris Yonaldi

    (Tamansiswa University, Department of Management Literature, Faculty of Economic and Business)

  • Dessy Kurnia Sari

    (Universitas Andalas, Department of Management, Faculty of Economics and Business)

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%.

Suggested Citation

  • Ramadhania Ramadhania & Yuda Delprima Candra & Sepris Yonaldi & Dessy Kurnia Sari, 2023. "Analysis of the Effect of Promotion and Product Innovation on Consumer Purchase Decisions in Digital Technology-Based Micro and Small Enterprises in Padang City," Advances in Economics, Business and Management Research, in: Donard Games & Maruf (ed.), Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), pages 515-519, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-350-4_50
    DOI: 10.2991/978-94-6463-350-4_50
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