Product Innovation and Product Assortment on Online Purchasing Decisions
Keywords:
Product Innovation, Product Assortment, Online Purchasing DecisionsAbstract
The rapid growth of digital technology has impacted business activities and consumer behavior, particularly in purchasing habits. Online shopping has become a common part of consumer activity. The purpose of this study was to analyze the effect of product innovation and product assortment simultaneously on online purchasing decisions. Then it also aims to analyze the effect of product innovation partially on online purchasing decisions and the effect of product assortment partially on online purchasing decisions. This study is causality study. The population in this study are consumers who have made purchases on the online marketplace. The sampling technique used was purposive sampling with a sample size of 100 people. Multiple linear regression was used as a data analysis technique. The results showed that product innovation and product assortment simultaneously influence online purchasing decisions. Product innovation has a partial effect on online purchasing decisions. Product assortment has a partial effect on online purchasing decisions.
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