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Market Orientation And Product Innovation Impact Purchasing Decisions

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  • Manajemen, Prodi

Abstract

This study aims to identify and analyze the influence of market orientation and product innovation on purchasing decisions in companies in Gresik. This research was included in quantitative research and the customers who transacted in gresik were the population in the study. The technique of calculating the number of samples uses non-probability sampling. This study sample used customers who ordered the product to contribute to becoming research participants. Data collection is carried out by distributing questionnaires. Some of the data analysis methods used are validity and reliability testing, multiple linear regression analysis, hypothesis testing, and determination coefficient testing. The results showed that market orientation and product innovation partially and simultaneously influence purchasing decisions.

Suggested Citation

  • Manajemen, Prodi, 2023. "Market Orientation And Product Innovation Impact Purchasing Decisions," OSF Preprints 2pwqu, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:2pwqu
    DOI: 10.31219/osf.io/2pwqu
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