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All Journal Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Fiska Kusumawati
Pertamina University, Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Product Innovation and Online Consumer Reviews on Purchase Decisions for Bittersweet by Najla Puff Pastry Layer Desak Made Dwisetya Adjesni; Fiska Kusumawati
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 7 No. 4 (2024): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31842/jurnalinobis.v7i4.341

Abstract

Bittersweet by Najla frequently innovates to drive the success of its business, one of which is by launching a new product called puff pastry layer. This product gets various reviews, both positive and negative, which must be managed properly in order to increase consumer purchasing decisions for puff pastry layer products. This research aims to determine the effect of product innovation and online consumer reviews on purchasing decisions for the Bittersweet by Najla puff pastry layer variant on Shopee. Sampling was carried out using a purposive sampling technique. The method used is a quantitative approach with a sample size of 100 respondents. The results of the study showed that product innovation and online consumer reviews has a positive and significant effect on purchasing decisions for the Bittersweet by Najla puff pastry layer variant on Shopee.
Co-Authors Desak Made Dwisetya Adjesni