Pengaruh Inovasi Produk, Strategi Pemasaran Online dan Minat Beli Terhadap Keputusan Pembelian Produk

Nabila Dwi  Putri; Hapzi Ali

doi:10.38035/tynt0q59

Authors

Nabila Dwi Putri Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia Author
Hapzi Ali Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia Author

DOI:

https://doi.org/10.38035/tynt0q59

Keywords:

Keputusan Pembelian Produk, Inovasi Produk, Strategi Pemasaran Online , Minat Beli

Abstract

Pengaruh Inovasi Produk, Strategi Pemasaran Online dan Minat Beli terhadap Keputusan Pembelian Produk adalah artikel ilmiah studi pustaka dalam ruang lingkup Ilmu Manajemen Pemasaran. Tujuan artikel ini membangun hipotesis pengaruh mengenai hubungan antar variabel yang akan digunakan pada riset selanjutnya mengenai keputusan konsumen pada produk skincare, khususnya merek Glad2Glow. Objek riset pada pustaka online, Google Scholar, Mendeley dan media online akademik lainnya. Metode riset dengan library risearch bersumber dari e-book dan open access e-journal. Analisis deskriftif kualitatif. Hasil artikel ini: 1) Inovasi Produk berpengaruh terhadap Keputusan Pembelian Produk ; 2) Strategi Pemasaran Online berpengaruh terhadap Keputusan Pembelian Produk ; dan 3) Minat Beli berpengaruh terhadap Keputusan Pembelian Produk.

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