Pengaruh Kreatifitas Dan Inovasi Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Mayoutfit Store di Galaxy Bekasi Selatan)

This research aims to determine the effect of Creativity and Product Innovation onPurchase Decisions (Case Study at the Mayoutfit Store in South Bekasi). This researchwas a quantitative study with a sample of 155 respondents. The data were collectedusing a questionnaires that has been tested for validity and reliability, while data analysisis done using multiple linear regression analysis. The results of the study based on thet-test analysis showed that the Creativity Variable (X1) had a t-count value of 12.630 > ttable 1.97569 or significant 0.000 t-table 1.97569 or significant 0.000 F table 3.06 or significant0.000 < 0.05, so Ho is rejected and Ha is accepted. Based on multiple linear regressionanalysis, the model or equation is Y = 5.252 +0.527X1+0.671X2.