<![CDATA[The increasingly competitive bakery industry requires companies to continuously innovate and utilize digital communication to improve purchasing decisions and customer satisfaction. This study aims to analyze the effect of product innovation and Electronic Word of Mouth (e-WOM) on purchasing decisions and customer satisfaction at Holland Bakery Majapahit Semarang. This research employed a quantitative approach using a survey method involving 132 Holland Bakery customers as respondents. Data were collected through a structured questionnaire using a seven-point Likert scale and analyzed using descriptive statistics, validity and reliability tests, multiple linear regression, coefficient of determination, F-test, and t-test. The results show that all research instruments are valid and reliable. Product innovation has a positive and significant effect on purchasing decisions (β = 0.417; p < 0.05) and customer satisfaction (β = 0.289; p < 0.05). Meanwhile, e-WOM also positively influences purchasing decisions (β = 0.394; p < 0.05) and customer satisfaction (β = 0.428; p < 0.05). Purchasing decisions significantly affect customer satisfaction (β = 0.305; p < 0.05). These findings indicate that product innovation and positive online reviews are important strategies for strengthening competitiveness and customer loyalty at Holland Bakery.]]>
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