PENGARUH INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN ATHAYA SORGHUM

Desi Nur Rhotul Husna

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk terhadap keputusan pembelian melalui minat beli pada konsumen produk pangan lokal Athaya Sorghum. Fokus penelitian ini terletak pada upaya memahami bagaimana inovasi produk dapat membentuk persepsi konsumen, menumbuhkan minat beli, dan akhirnya mendorong keputusan pembelian aktual. Metode penelitian yang digunakan adalah pendekatan kuantitatif eksplanatori dengan penyebaran kuesioner kepada 280 responden konsumen aktif Athaya Sorghum di wilayah Jabodetabek. Analisis data dilakukan dengan menggunakan Structural Equation Modeling berbasis Partial Least Squares untuk menguji hubungan langsung dan tidak langsung antarvariabel penelitian. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara langsung maupun melalui variabel mediasi minat beli. Temuan ini menunjukkan bahwa semakin tinggi persepsi konsumen terhadap inovasi produk meliputi aspek desain, kualitas bahan, kemasan, dan keunikan semakin besar kecenderungan mereka untuk tertarik dan memutuskan membeli produk tersebut. Selain itu, peran minat beli terbukti menjadi mekanisme psikologis yang memperkuat hubungan antara persepsi inovasi dan perilaku pembelian aktual.


Keywords


Inovasi Produk; Minat Beli; Keputusan Pembelian

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DOI: https://doi.org/10.32509/kelola.v11i1.6091

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