<![CDATA[This study aims to determine the effect of product innovation and digital marketing on purchasing interest in UMKM Um Habib Galery. This study uses a quantitative approach. Data was obtained from primary and secondary data. The sample in this study consisted of 43 respondents. Data analysis was conducted through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. Based on the analysis results, it can be concluded that product innovation has a significant effect on purchasing interest at Um Habib Gallery. However, digital marketing does not have a significant effect on purchasing interest at Um Habib Gallery. Nevertheless, product innovation and digital marketing simultaneously have a significant effect on purchasing interest at Um Habib Gallery. ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh inovasi produk dan digital marketing terhadap minat beli pada UMKM Um Habib Galery. Penelitian ini menggunakan metode pendekatan kuantitatif. Data diperoleh dari data primer dan data sekunder. Sampel pada penelitian ini berjumlah 43 responden. Analisis data yang dilakukan melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda dan uji hipotesis. Berdasarkan hasil analisis, dapat disimpulkan bahwa inovasi produk berpengaruh signifikan terhadap minat beli pada Um Habib Galery. Sedangkan digital marketing tidak berpengaruh signifikan terhadap minat beli pada Um Habib Galery. Namun, inovasi produk dan digital marketing secara simultan memiliki pengaruh yang signifikan terhadap minat beli pada Um Habib Galery.]]>
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