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All Journal Jurnal Ilmiah Satyagraha
Annisa Hamzah
Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Economics, Econometrics & Finance Social Sciences

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URGENSI DAN PENGARUH INOVASI PRODUK TERHADAP MINAT BELI PADA KUE NENEK MOYANG PEMATANG SIANTAR Julyanthry Julyanthry; Marto Silalahi; Hendrick Sasimtan Putra; Debi Eka Putri; Annisa Hamzah
Jurnal Ilmiah Satyagraha Vol 7, No 2 (2024)
Publisher : Universitas Mahendradatta Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47532/jis.v7i2.1111

Abstract

Abstract - This study aims to examine and understand the influence of product innovation on purchase intention at Kue Nenek Moyang in Pematang Siantar. The approach used includes literature and field research, with 55 consumers as the sample. The data used in this study are qualitative and quantitative, sourced from primary and secondary data. Data collection was carried out through questionnaires, interviews, documentation, and observations. Validity and reliability tests were applied to the research instruments, and data were analyzed using normality tests and qualitative and quantitative descriptive analyses. The study results indicate that: 1) product innovation and consumer purchase intention are considered good; 2) there is a positive influence of product innovation on purchase intention; 3) there is a strong relationship between product innovation and purchase intention, where the level of purchase intention is influenced by product innovation; 4) the hypothesis test shows that H0 is rejected, confirming a positive and significant influence of product innovation on purchase intention at Kue Nenek Moyang in Pematang Siantar.
URGENSI DAN PENGARUH INOVASI PRODUK TERHADAPMINAT BELI PADA KUE NENEK MOYANG PEMATANGSIANTAR Julyanthry Julyanthry; Marto Silalahi; Hendrick Sasimtan Putra; Debi Eka Putri; Annisa Hamzah
Jurnal Ilmiah Satyagraha Vol. 7 No. 2 (2024): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

 Penelitian ini bertujuan untuk mengkaji dan memahami pengaruhinovasi produk terhadap minat beli pada Kue Nenek Moyang di Pematang Siantar.Pendekatan yang digunakan mencakup penelitian kepustakaan dan lapangan,dengan 55 konsumen sebagai sampel. Data yang digunakan dalam penelitian iniadalah data kualitatif dan kuantitatif yang bersumber dari data primer dansekunder. Pengumpulan data dilakukan melalui kuesioner, wawancara,dokumentasi, dan observasi. Uji validitas dan reliabilitas diterapkan padainstrumen penelitian, dan data dianalisis menggunakan uji normalitas sertaanalisis deskriptif kualitatif dan kuantitatif. Hasil penelitian menunjukkan bahwa:1) inovasi produk dan minat beli konsumen tergolong baik; 2) terdapat pengaruhpositif inovasi produk terhadap minat beli; 3) terdapat hubungan kuat antarainovasi produk dan minat beli, di mana tingkat minat beli dipengaruhi olehinovasi produk; 4) uji hipotesis menunjukkan bahwa H0 ditolak, menegaskanadanya pengaruh positif dan signifikan antara inovasi produk dan minat beli padaKue Nenek Moyang di Pematang Siantar. 
Co-Authors Debi Eka Putri Hendrick Sasimtan Putra Julyanthry Julyanthry Marto Silalahi