MARKETING INNOVATION AFFECTED THE PURCHASING DECISION TEAK FURNITURE FROM THE FOREST INDUSTRY ORGANIZATION

Abstract

The purposes of this research was to study the marketing innovation affected the purchasing decision teak furniture from the Forest Industry Organization. This is the quantitative research. The sample group was 127 customers of Forest Industry Organization. The research instrument used for the data collection was questionnaires. Data were analyzed using multiple regression. The findings also found that marketing innovation factors of unique proposition, customer focus, modification, product variety and integrated marketing communication affects the decision to purchase teak furniture from the Forest Industry Organization with statistically significance at the .05 level, which described the purchasing decision of the Forest Industry Organization's customers at 70.60 percent.