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All Journal Jurnal EMT KITA
Windah Pebriani
Universitas Muhammadiyah Prof. DR. HAMKA
Economics, Econometrics & Finance

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Pengaruh Inovasi Produk Terhadap Minat Beli Konsumen di Era New Normal Windah Pebriani; Nur Busyra
Jurnal EMT KITA Vol 7 No 1 (2023): JANUARY 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v7i1.739

Abstract

This study aims to determine the effect of product innovation on consumer buying interest, especially in the New Normal Era. The research object chosen is Roti Unyil Venus Bogor which is considered representative because it is identified that they often innovate on their products. The research population comes from consumers who make transactions from February to April 2022, then the sampling technique is Cochran. The research method uses associative quantitative, the analysis technique uses simple linear regression with the stages of validity and reliability testing, classical assumption test, and simple linear regression test. The results show that product innovation has a positive and significant effect on consumer buying interest, with an R-Square value of 27.3%
Co-Authors Nur Busyra