A CORRELATIONAL STUDY BETWEEN PRODUCT INNOVATION, PRICE, PURCHASE INTENTION, AND PURCHASING DECISIONS AT RANTO KAYU FURNITURE IN RANTAUPRAPAT

ADELIA NINGRUM, NPM 2201100005 (2026) A CORRELATIONAL STUDY BETWEEN PRODUCT INNOVATION, PRICE, PURCHASE INTENTION, AND PURCHASING DECISIONS AT RANTO KAYU FURNITURE IN RANTAUPRAPAT. Tugas_Akhir(Artikel) Jurnal Ilmiah Ilmu Pendidikan Dan Sosial, 15 (2). pp. 451-457. ISSN 2541-612X(e-ISSN) 2086-6135(p-ISSN)

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Abstract

This study examines the direct and indirect effects of product innovation and price on purchasing decisions, with purchase intention as a mediating variable among consumers of Ranto Kayu Furniture in Rantauprapat. A quantitative approach with an associative design was employed. Data were collected through questionnaires administered to 100 respondents selected using purposive sampling. The data were analyzed using path analysis and the Sobel test to assess the mediating role of purchase intention.The findings reveal that product innovation and price significantly influence purchase intention. In addition, both variables, along with purchase intention, have a significant effect on purchasing decisions. Among the examined variables, purchase intention demonstrates the strongest contribution to purchasing decisions. Furthermore, the Sobel test confirms that purchase intention significantly mediates the relationship between product innovation and price on purchasing decisions. These results suggest that enhancing product innovation and implementing appropriate pricing strategies are essential to strengthening consumers’ purchase intention, which ultimately leads to higher purchasing decisions. Keywords: Product Innovation; Price; Purchase Intention

Item Type:	Article
Uncontrolled Keywords:	Product Innovation; Price; Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	27 Jul 2026 04:10
Last Modified:	27 Jul 2026 04:10
URI:	http://repository.ulb.ac.id/id/eprint/2609

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