Purchase Decision: Was It Affected By Product Innovation? (Purchases In Sour Sally Gandaria City South Jakarta)

Abstract

Product innovation is the functional progress of a product that can make the product better than competitors' products. At least the newest product is better than the previous product. Because if a product has advantages, it will be seen as added value for consumers. This research aims to find out product innovations that influence consumer decision-making in buying Youghurt at Sour Sally. This research uses the descriptive correlational method. This study's population are all consumers who have shopped Black Sakura and White Skim at Sour Sally Gandaria City Jakarta. The sampling technique used is non-probability sampling, and the total number of respondents in this study was 89 people. To see the relationship level, the correlation coefficient of 0.662 means that the correlation of product innovation on purchasing decisions at Sour Sally Gandaria City Jakarta is strong and positive. So the purchasing decisions at Sour Sally Gandaria City Jakarta are influenced by product innovation by 43.82% and 56.18% influenced by other variables not examined in this study.
 Keywords: Product Innovation, Purchasing Decisions

Examining The Product Innovation During Covid-19 Pandemic on Purchase Decision: A Study on Culinary Business in Indonesia

“…Based on the results of the data analysis that has been carried out, it can be seen that the results of this study are relatively the same and support previous research that has been carried out by Zhang & Tang (2017), Almira & Sutanto (2018), Lahindah et al (2018), Ghozali et al (2019), Osman et al (2020), Wulandari (2021), and Rayi & Aras (2021), where Product Innovation has a positive and significant effect on the purchase decision. Meanwhile, this research also contradicts the previous research conducted by Hatta et al (2018) and Ernawati (2019) which state that Product Innovation does not affect the purchase decision.…”

“…Lahindah et al (2018) explore that product innovation and service quality have a significant effect on the purchase decision. Osman et al (2020) show that product innovation has a positive and significant relationship with purchase decisions so product innovation can influence purchase decision. It is recommended for the culinary dessert business to set a strategy so that consumers will benefit.…”