The effect of product innovation, product quality, and advertising on product purchase decisions

Abstract

Purpose: This study aims to analyze the influence of product innovation, product quality, and advertising on purchasing decisions at a convenience store in Jakarta.

Design/methodology/approach: This research uses a quantitative, descriptive design with a purposive sample of 100 convenience store customers in Jakarta. Data were analyzed using multiple linear regression in SPSS 26.0, with hypothesis testing conducted using t-tests and F-tests.

Findings: The results indicate that product innovation does not have a significant effect on purchasing decisions. However, product quality and advertising significantly influence purchasing decisions both partially and simultaneously. Furthermore, product innovation, product quality, and advertising together have a significant simultaneous effect on purchasing decisions.

Originality/value: This study provides empirical insights into the factors influencing consumer purchasing decisions in the convenience store sector, particularly in the Indonesian context, and offers practical implications for marketing strategy development.