Pengaruh Guerrilla Marketing dan Product Innovation terhadap Keputusan Pembelian Tehbotol Sosro (Survei pada Konsumen Tehbotol Sosro Medan)

Abstract

Business competition nowadays is becoming increasingly fierce, especially in the packaged beverage industry. One of the industries with a large market share is Tehbotol Sosro. Therefore, business players are becoming more creative in their marketing efforts by using non-conventional marketing strategies such as guerrilla marketing and adapting products to diverse consumer needs through product innovation to enhance consumer purchase decisions. This research aims to determine the effect of guerrilla marketing and product innovation on the purchase decisions of Tehbotol Sosro consumers in Medan. The impact of guerrilla marketing and product innovation will be analyzed partially and simultaneously on purchase decisions. This research uses a quantitative method with an associative approach. The sample was taken using a non-probability sampling method with a purposive sampling technique. The population in this study is Tehbotol Sosro consumers in Medan, with a sample of 100 respondents. Primary data were obtained through direct distribution of questionnaires, and secondary data were obtained through literature study. The data analysis technique uses instrument tests, validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results of this study indicate that the guerrilla marketing variable (X1) has a positive and significant effect on the purchase decision variable, with a t-count value of 5.895 > 1.985 and a sig value of 0 < 0.05, and a regression coefficient value of 0.355. The product innovation variable (X2) has a positive and significant effect on the purchase decision variable, with a t-count value of 2.18 > 1.985 and a sig value of 0 < 0.32, and a regression coefficient value of 0.316. In simultaneous testing, the guerrilla marketing (X1) and product innovation (X2) variables have a simultaneous effect of 45.4%, while the remaining 54.6% is influenced by other variables not discussed in this study.