THE EFFECT OF PRODUCT INNOVATION, PRICE PERCEPTION, AND PROMOTION OF INTEREST IN BUYING PLAZA CHATIME VISITS

Abstract

The purpose of this study are: 1) To find out whether Perception of Prices partially has a significant effect on buying interest in Chatime Tunjungan Plaza. 2) To find out whether Product Innovation partially has a significant effect on buying interest in Chatime Tunjungan Plaza. 3) To find out whether the promotion partially has a significant effect on buying interest in Chatime Tunjungan Plaza. 4) To find out whether Price Perception, Price Innovation, and Promotion simultaneously have a significant effect on Chatime Tunjungan Plaza's buying interest. The population in this study were consumers of Chatime Tunjungan Plaza. The sample in this study was 78 respondents. This data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple linear regression. Results in this study: 1) Price perception (X1) partially influences the Purchase Interest tcount 3,922 <T table 1.99210 with a significance of 0,000> 0.05 which means the price perception affects the Purchase Interest in Chatime Tunjungan Plaza. 2) Product Innovation (X2) has no partial effect on Purchase Interest tcount value of 1.475> T table 1.99210 with a significance of 0.145 <0.05 which means Product Innovation does not affect Buy Interest in Chatime Tunjungan Plaza. 3) Promotion (X3) partially influences Purchase Interest tcount value of 5.069 <T table 1.99210 from ft. 3.12 which means Promotion influences Buy Interest in Chatime Tunjungan Plaza. 4) Purchase Interest (Y) simultaneously influences Price Perception (X1) and Product Innovation (X2) and Promotion (X3). Where the value of f arithmetic = 79.204> of ftabel 3.12 with a significance of 0,000 <0.05, which means that significantly together affect the Purchase Interest in Chatime.