THE INFLUENCE OF PRODUCT QUALITY, PRODUCT INNOVATION AND CONSUMER EXPERIENCE ON PURCHASING DECISIONS AT PT SRI INDAH MANDIRI

Abstract

This research aims to determine the influence of product quality, product innovation and consumer experience on purchasing decisions at PT Sri Indah Mandiri. By using a combination of descriptive and quantitative research methods, this research seeks to provide detailed observations of phenomena and empirically measure the influence of these variables. The population of this research focuses on consumers who have purchased products through PT Sri Indah Mandiri during 2024 with a total of 327 individuals. Using the Slovin formula, a sample size of 180 respondents was determined, and these respondents were selected through simple random sampling. The data analysis process includes data quality testing, classical assumption testing, influence testing and hypothesis testing. The results of multiple linear regression analysis show that product quality contributes 27.0% to variability in purchasing decisions. Product innovation contributes 23.4% to purchasing decision variability. Consumer experience contributes 30.4% to purchasing decision variability. Analysis of the coefficient of determination (R²) of 71.5% shows that product quality, product innovation and consumer experience together explain a portion of the variation in purchasing decisions. Apart from that, the t test and F test show that product quality, product innovation and consumer experience have a positive and significant influence on purchasing decisions, both individually and simultaneously.