Pengaruh Harga, Inovasi, dan Strategi Pemasaran terhadap Peningkatan Daya Beli di Warmindo Jayaberkah

Abstract

In the midst of globalization and infinite business dynamics, companies, especially in the culinary sector, continue to compete to understand and meet consumer needs. The consumptive behavior of Indonesians in this context is not tied to economic market segmentation, and this, in fact, affects economic development in Indonesia, either through acceptance or rejection from the public. This study is intended to analyze the impact of price quality, product innovation, and marketing strategy on the purchasing power of "Warmindo Jayaberkah". Data collection was carried out by distributing questionnaires using a Likert scale. The study population came from visitor data in one week, which reached 200 visitors. The sample was selected using probability sampling technique, with a total of 133 respondents. Hypothesis testing in this study involves classical assumption tests and multiple linear regression with a significance level of α 0.05, as well as using the coefficient of determination, model fit test (F test), and t test with the help of the SPSS. The results showed that marketing strategy and price have a positive and significant impact on purchasing power, while product innovation variables do not have a significant impact on purchasing decisions.