S MPP 1002087 Abstract

(1)

Novia Paramitha, 2015

PENGARUH INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu ABSTRAK

Novia Paramitha, 1002087 “Pengaruh Inovasi Produk Terhadap Keputusan Pembelian” (Survei Terhadap Wisatawan yang Membeli Produk di Rumah Makan Bakso Atom Ciputat, Jakarta Selatan). Dibawah bimbingan Gitasiswhara, SE,.Par,.MM dan Taufik Abdullah, SE.,MM.,Par.

(2)

(3)

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu ABSTRACT

Novia Paramitha, 1002087 “The Influence on Product Innovation to Customer

Purchase Decision” (Survey to Tourist are purchasing in Bakso Atom Restaurant

Ciputat, South Jakarta). Under the guidance of Gitasiswhara, SE,.Par,.MM and Taufik Abdullah, SE.,MM.,Par.

Jakarta is one of tourist destinations which have great potential for tourism with all of its natural resources. One of tourist interest in Jakarta is its culinary, which has diverse appeal. Not only offers traditional food, but also offers snacks that almost

everyone likes is its meatball. Bakso Atom Restaurant is one of restaurant located in the Ir. H. Djuanda No.1, South Jakarta with by offering healthy meatball product without preservative. Purchase amount increases every year, but Meatball Eating Atom has a sales target of products each year, and in 2012 and 2013 did not meet sales target. To meet sales targets, the management needs to know and do an approach of purchase decision to identify to consumer interest in making a purchase. This research uses verification and description. Method by using explanatory survey. Sample in this research are 100 respondents by using sampling technique used systematic random sampling. The data collected is analyzed using multiple regression. Consumer response to product innovation in the Bakso Atom Resraurant already rated hig /good, but the response to the dimensions communicability get the low score. Consumer response to a purchase decision in Bakso Atom Restaurant already rated high/good, but the response dimension of the purchase decision to get the lowe score. The results showed that there is an influence on product innovation to purchase decision at Bakso Atom Restaurant.