Zilkhaira, Rehany (2025) Pengaruh Inovasi Produk Terhadap Keputusan Pembelian Pada Usaha Toko Bolu Khadijah Di Kota Pekabaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to analyze, find out and explain the influence of product innovation on purchase decisions in the business of Bolu Khadijah Shop in Pekanbaru City. The research method used is quantitative descriptive, which describes the actual state of what is present at the time of the research by collecting data and classifying it so that analysis of the problems faced can be obtained. The sample extraction technique used in this study is probability sampling, with the sample in this study being consumers of the Khadijah Sponge Shop in Pekanbaru City which amounted to 50 respondents. Testing and data processing using SPSS software version 25. All statement items in the research instrument have been tested and declared valid and reliable. The results of the study show that product innovation has a positive and significant influence on consumer purchase decisions.

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