ABSTRACT

ALIFAH YULIA SARI (2023). "The Effect of Promotion and Product Innovation on
Purchasing Decisions in Ajay Leather Crocodile Leather Crafts.” (Supervised by Elly
Noer)

This study aims to determine the effect of promotion and product innovation on
Ajay Crocodile leather crafts purchasing decisions. The population is unknown, and the
sample used is 100 respondents. The method in this research is quantitative research.
Data sources used are primary and secondary data, while data collection techniques
include questionnaires, observation, and literature study. The sampling technique uses
Incidental Sampling. The measurements in this study used a Likert scale measurement,
and the SPSS version 25 program with the analytical method used multiple linear
regression analysis methods.
Based on the results of the analysis of conclusions and hypothesis testing, it was
obtained that all data obtained regarding the Effect of Promotion and Product Innovation
on Purchasing Decisions in Ajay Leather Crocodile Leather Crafts. The results show that
Promotion has a positive and significant effect on Purchase Decisions on Merauke Ajay
Crocodile Leather Crafts, seen from the count value of 2.480 > t table of 1.660. Product
innovation positively and significantly affects purchasing decisions on Merauke Ajay
Crocodile Skin Crafts, seen from the tcount value of 8.335 > t table of 1.660. Product
Promotion and Innovation positively and significantly affect Purchase Decisions on
Merauke Ajay Crocodile Skin Crafts, seen from the value of Fcount 51.427 > F table
3.09.

Keywords: Promotion, Product Innovation, Purchase Decision