THE EFFECT OF PRODUCT INNOVATION AND DISCOUNTS ON BUYING DECISIONS FOR MSMES MEATBALLS IN MEDAN CITY DURING THE COVID-19 PANDEMIC

Abstract

Study this aim to find out how the Effect of Product Innovation and Discounts on Purchase Decisions for MSMEs Meatballs in Medan City During the Covid-19 Pandemic Period . Method research used _ is qualitative data method and quantitative data f. While the data used are primary and secondary data . Method data analysis in research _ this use multiple linear regression analysis . As for the results of this study, the first hypothesis D can be seen that the first hypothesis is rejected, it means that the innovation variable (X1) has no effect on the Purchase Decision (Y) variable . D it can be seen that the second hypothesis is accepted, meaning that the Discount variable (X2) has an effect on the Purchase Decision variable (Y). D it can be seen that the third hypothesis is accepted, meaning that the Innovation Variable (X1) and Discount Variable (X2) have a significant effect simultaneously (simultaneously) on the Purchase Decision Variable (Y).