The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah)

Ardiyana Pertiwi ; Johannes P. Kumagaya ; Irene Brainnita Oktarin
International Journal of Business, Marketing, Econ... 📅 2025 Vol 2, No 2 🔗 DOI: 10.70142/ijbmel.v2i2.314
Abstract
This study aims to prove whether product innovation affects purchasing decisions for custom t-shirts with quality as a moderating variable in Sarkastem Lampung Tengah. This study uses quantitative research methods. The sampling method used was purposive sampling with a sample size of 95 respondents. This study uses SEM-PLS (Structural Equation Modeling - Partial Least Squares) data analysis measurement tools with the SmartPLS program. The results of this study indicate that product innovation has a positive and significant effect on purchasing decisions and product quality can affect the relationship between product innovation and purchasing decisions, but in a negative direction, namely weakening the relationship between the two.
Keywords
Innovation; Product Quality; Purchase Decision
How to Cite

Ardiyana Pertiwi, et al. (2025). The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah). International Journal of Business, Marketing, Economics & Leadership (IJBMEL), 2(2). https://doi.org/10.70142/ijbmel.v2i2.314

Ardiyana Pertiwi; Johannes P. Kumagaya; Irene Brainnita Oktarin, "The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah)," International Journal of Business, Marketing, Economics & Leadership (IJBMEL), vol. 2, no. 2, 2025.

Ardiyana Pertiwi; Johannes P. Kumagaya; Irene Brainnita Oktarin. "The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah)." International Journal of Business, Marketing, Economics & Leadership (IJBMEL), vol. 2, no. 2, 2025.

Ardiyana Pertiwi; Johannes P. Kumagaya; Irene Brainnita Oktarin. "The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah)." International Journal of Business, Marketing, Economics & Leadership (IJBMEL) 2, no. 2 (2025).

Ardiyana Pertiwi, et al. (2025) 'The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah)', International Journal of Business, Marketing, Economics & Leadership (IJBMEL), 2(2). doi: 10.70142/ijbmel.v2i2.314.

Ardiyana Pertiwi; Johannes P. Kumagaya; Irene Brainnita Oktarin. The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah). International Journal of Business, Marketing, Economics & Leadership (IJBMEL). 2025;2(2).

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