Strategies For Developing Msme Businesses In An Effort To Improve Purchase Decisions In Mampang Village
DOI:
https://doi.org/10.33751/jhss.v10i1.109Keywords:
Digital marketing, product innovation, purchasing decisionsAbstract
This study aims to determine whether the Strategy for Developing MSME Businesses in an Effort to Increase Purchasing Decisions in Mampang Village. The number of samples was 119 respondents, namely employees of PDAM Tirta Bina Labuhanbatu. This study uses validity tests, reliability tests, classical assumption tests, multiple linear regression tests, t tests, F tests, and coefficients of determination using SPSS 27. The study was conducted to examine how independent variables influence dependent variables and the percentage level of influence of research variables by distributing research questionnaires to respondents and conducting tests. The results showed that all independent variables influenced the dependent variable with all calculated t values > t table and significant values <0.05 with an R Square level of 0.937 or 93.07%. This means that the results of the structural model test obtained an R-Square value in the high category.
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