Pengaruh Inovasi Produk, Promosi, dan Diskon Terhadap Frekuensi Pembelian pada Smartphone POCO di Bekasi
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Abstract
This study examines the effects of product innovation, promotion, and discounts on the purchase frequency of Poco smartphones in Bekasi. Employing a quantitative approach with 65 respondents selected through purposive sampling, the results indicate that product innovation significantly influences purchase frequency, outweighing promotion and discounts. Effective promotional strategies and attractive discounts also play crucial roles. SmartPLS analysis reveals robust research instruments with high Cronbach's Alpha values. The findings explain 77.5% of the variance in purchase frequency. This study emphasizes integrating product innovation with omnichannel marketing strategies to enhance customer engagement and loyalty, providing strategic insights for Poco to improve competitiveness and customer retention.
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References
Brakus, J Jos, Bernd H Schmitt, Lia Zarantonello, Brand Experience, Apa Itu, Bagaimana Cara, Mengukurnya Apakah, and Itu Mempengaruhi. 2009. “Brand Experience: Apa Itu? Bagaimana Cara Mengukurnya? Apakah Itu Mempengaruhi Loyalitas?” 73(Hoch 2002): 52–68.
Damanpour, Fariborz. 2014. “Footnotes to Research on Management Innovation.” Organization Studies 35(9): 1265–85. doi:10.1177/0170840614539312.
David, Pearson, Henryks Joanna, Sultan Parves, and Anisimova Tatiana. 2013. “Organic Food : Exploring Purchase Frequency to Explain Consumer Behaviour.” Journal of Organic Systems 8(2): 50–63. http://www.organic-systems.org/journal/82/8206.pdf.
Huang, Guei-hua, Nikolaos Korfiatis, and Chun-tuan Chang. “Pengabaian Keranjang Belanja Seluler : Peran Konflik , Ambivalensi , Dan Keraguan.”
Rachman, T. 2021. “Pengaruh Inovasi Produk, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone ASUS Di Bekasi.” Jurnal Pelita Ilmu 15(01): 48–52. https://jurnal.pelitabangsa.ac.id/index.php/jpi/article/view/816.
(Huang, Korfiatis, and Chang n.d.)
Brakus, J Jos, Bernd H Schmitt, Lia Zarantonello, Brand Experience, Apa Itu, Bagaimana Cara, Mengukurnya Apakah, and Itu Mempengaruhi. 2009. “Brand Experience: Apa Itu? Bagaimana Cara Mengukurnya? Apakah Itu Mempengaruhi Loyalitas?” 73(Hoch 2002): 52–68.
Damanpour, Fariborz. 2014. “Footnotes to Research on Management Innovation.” Organization Studies 35(9): 1265–85. doi:10.1177/0170840614539312.
David, Pearson, Henryks Joanna, Sultan Parves, and Anisimova Tatiana. 2013. “Organic Food : Exploring Purchase Frequency to Explain Consumer Behaviour.” Journal of Organic Systems 8(2): 50–63. http://www.organic-systems.org/journal/82/8206.pdf.
Huang, Guei-hua, Nikolaos Korfiatis, and Chun-tuan Chang. “Pengabaian Keranjang Belanja Seluler : Peran Konflik , Ambivalensi , Dan Keraguan.”
Rachman, T. 2021. “Pengaruh Inovasi Produk, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone ASUS Di Bekasi.” Jurnal Pelita Ilmu 15(01): 48–52. https://jurnal.pelitabangsa.ac.id/index.php/jpi/article/view/816.
(Damanpour 2014)
Brakus, J Jos, Bernd H Schmitt, Lia Zarantonello, Brand Experience, Apa Itu, Bagaimana Cara, Mengukurnya Apakah, and Itu Mempengaruhi. 2009. “Brand Experience: Apa Itu? Bagaimana Cara Mengukurnya? Apakah Itu Mempengaruhi Loyalitas?” 73(Hoch 2002): 52–68.
Damanpour, Fariborz. 2014. “Footnotes to Research on Management Innovation.” Organization Studies 35(9): 1265–85. doi:10.1177/0170840614539312.
David, Pearson, Henryks Joanna, Sultan Parves, and Anisimova Tatiana. 2013. “Organic Food : Exploring Purchase Frequency to Explain Consumer Behaviour.” Journal of Organic Systems 8(2): 50–63. http://www.organic-systems.org/journal/82/8206.pdf.
Huang, Guei-hua, Nikolaos Korfiatis, and Chun-tuan Chang. “Pengabaian Keranjang Belanja Seluler : Peran Konflik , Ambivalensi , Dan Keraguan.”
Rachman, T. 2021. “Pengaruh Inovasi Produk, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone ASUS Di Bekasi.” Jurnal Pelita Ilmu 15(01): 48–52. https://jurnal.pelitabangsa.ac.id/index.php/jpi/article/view/816.