<![CDATA[This research aims to determine the influence of product innovation on purchase intention of coffee beverage through motivations of generation Z in the city of Surabaya. Questionnaires were distributed to 122 respondents who had visited and bought coffee beverages by takeaway at local shops or outside licensed shops. This type of research uses quantitative methods with data analysis smart PLS and non-probability sampling as the sampling method. The results of this research are that product innovation has a positive and significant effect on purchase intention in coffee beverage products, and motivation as a moderating variable between product innovation and purchase intention of coffee beverage products has a negative and significant effect. Abstrak Penelitian ini bertujuan mengetahui pengaruh inovasi produk terhadap minat beli minuman kopi melalui motivasi sebagai variabel moderasi generasi Z di Kota Surabaya. Kuesioner disebarkan kepada 122 responden generasi Z yang pernah berkunjung dan membeli minuman kopi secara takeaway di kedai lokal maupun kedai berlisensi luar. Jenis penelitian ini menggunakkan teknik analisis data smart partial least structer dengan teknik non-probability purposive sampling sebagai metode pengambilan sampel. Hasil penelitian ini adalah inovasi produk berpengaruh secara positif dan signifikan terhadap minat beli produk minuman kopi, serta motivasi sebagai variabel moderasi antara inovasi produk terhadap minat beli produk minuman kopi berpengaruh secara negatif dan signifikan.]]>
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