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All Journal ProBisnis : Jurnal Manajemen Bisma : Business and Management Journal
Rina Madyasari
Universitas Cipasung Tasikmalaya, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Inovasi Produk dan Kualitas Produk terhadap Minat Beli Konsumen Donat Chani Kabupaten Tasikmalaya Moh Rizal Ramli; Ardhiansyah Ardhiansyah; Rina Madyasari; Alfin Nur Arifah
BISMA : Business and Management Journal Vol. 4 No. 2 (2026): Bisma : Business and Management Journal
Publisher : CV. Kalimasada Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59966/bisma.v4i2.2517

Abstract

Increasing competition in the culinary Micro, Small, and Medium Enterprises (MSMEs) sector requires businesses to enhance their competitiveness through product innovation and product quality to stimulate consumers' purchase intention. This study aims to examine the effects of product innovation and product quality on consumers' purchase intention at Donat Chani MSME in Sukarame District, Tasikmalaya Regency. The study employed a quantitative approach using descriptive and verificative methods. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling and were analyzed using multiple linear regression with IBM SPSS Statistics version 27. The results indicate that both product innovation and product quality have a positive and significant effect on consumers' purchase intention. Product innovation has a regression coefficient of 0.453, while product quality has a regression coefficient of 0.292. The coefficient of determination (R²) of 0.498 indicates that these two variables explain 49.8% of the variance in consumers' purchase intention. The study concludes that improving product innovation and maintaining high product quality can significantly enhance consumers' purchase intention. The findings imply that MSMEs should continuously develop product variations, maintain consistent product quality, and implement marketing strategies that align with consumers' needs and preferences.
Pengaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian Bloods yang Dimediasi E-WOM (Studi: Konsumen Bloods KabupatenTasikmalaya) Sahrul Muhamad Paujan; Ardhiansyah Ardhiansyah; Rina Madyasari; Aditia Abdurachman
ProBisnis : Jurnal Manajemen Vol. 17 No. 03 (2026): June: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Penelitian ini bertujuan untuk menganalisis peran electronic word of mouth sebagai variabel mediasi dalam hubungan antara kepercayaan konsumen terhadap keputusan pembelian produk lokal Bloods pada marketplace Shopee. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Pengumpulan data dilakukan melalui penyebaran kuesioner Google Form kepada konsumen Bloods di Kabupaten Tasikmalaya yang pernah melakukan pembelian melalui Shopee. Teknik sampling menggunakan purposive sampling dengan jumlah sampel sebanyak 100 responden berdasarkan rumus cochcran. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan software SmartPLS 4.1. Hasil penelitian menunjukkan bahwa kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien jalur sebesar 0,510 dan p-value 0,000. kepercayaan konsumen juga berpengaruh positif terhadap electronic word of mouth dengan koefisien sebesar 0,681 dan p-value 0,000. Selanjutnya, electronic word of mouth berpengaruh positif terhadap keputusan pembelian dengan nilai koefisien sebesar 0,311 dan p-value 0,008. Hasil pengujian mediasi menunjukkan bahwa electronic word of mouth mampu memediasi hubungan antara kepercayaan konsumen terhadap keputusan pembelian dengan nilai indirect effect sebesar 0,212 dan p-value 0,013. Penelitian ini menunjukkan bahwa strategi pemasaran digital melalui ulasan dan rekomendasi online memiliki peran penting dalam meningkatkan keputusan pembelian konsumen terhadap produk lokal fashion.
Co-Authors Aditia Abdurachman Alfin Nur Arifah Ardhiansyah Ardhiansyah Moh Rizal Ramli Sahrul Muhamad Paujan