The Influence of Product Innovation and Digital Marketing on Consumer Purchasing Decisions at Cafe B'daun in Ujung Batu District
Keywords:
Consumer Behavior, Digital Marketing, Product Innovation, Purchase Decision, Small and Medium Enterprises
Abstract
The growth of cafe businesses has intensified competition and encouraged businesses to strengthen product innovation and digital marketing strategies. This study aimed to examine the partial and simultaneous effects of product innovation and digital marketing on consumer purchase decisions at Cafe B'Daun, Ujung Batu District. This quantitative study employed a survey method involving consumers as the population, with 100 respondents selected through incidental sampling using the Lemeshow formula. Data were collected using a five-point Likert questionnaire and analyzed with SPSS 31.0 through validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The results showed that product innovation had a positive and significant effect on purchase decisions, while digital marketing had no significant partial effect. Simultaneously, product innovation and digital marketing had a positive and significant effect, with an R² value of 0.502. The findings indicate that product innovation is a more dominant factor in influencing consumer purchase decisions at Cafe B'Daun. Therefore, the cafe should prioritize continuous product innovation while improving the effectiveness and interactivity of its digital marketing strategy.
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Berutu, T. A., Lorena, D., Sigalingging, R., & Kasih, G. (2024). Pengaruh teknologi digital terhadap perkembangan bisnis modern. 3.
Cici Nurhayati, T. T. et al. (2024). Cici Nurhayati, T. Teviana & Hendra Saputra. 19(1), 19–26.
Clarissa, A., Situmorang, V., & Siregar, Z. (2024). Analisis strategi digital marketing dan hedonisme terhadap purchase decision iPhone pada mahasiswa Fakultas Ekonomi Universitas Negeri Medan., 8(2), 149–158.
Erlangga, H., Sunarsi, D., Pratama, A., Sintesa, N., & Hindarsah, I. (2021). Effect of digital marketing and social media on purchase intention of SMEs food products. Turkish Journal of Computer and Mathematics Education, 12(3), 3672–3678.
Febrianti, S., Tj, A., Nurtjahjani, F., & Samboro, J. (2024). Pengaruh inovasi produk dan digital marketing terhadap keputusan pembelian. 354–359.
Handayani, V. A., Reza, W., & Mehmood, S. (2023). Finding the best model in nonlinear regression: Using the coefficient of determination. 7(1), 67–76.
Hatem, G., Zeidan, J., Goossens, M., & Moreira, C. (2022). Normality testing methods and the importance of testing assumptions in statistical analysis. 3(2).
Jailani, M. S. (2023). Teknik pengumpulan data dan instrumen penelitian ilmiah pendidikan pada pendekatan kualitatif dan kuantitatif. 1, 1–9.
Karthika, I. (2024). Digital marketing: A conceptual view. International Journal of Scientific Research in Engineering and Management, 8–13. https://doi.org/10.55041/IJSREM39800
Kumar, N. K. (2023). Autocorrelation and heteroscedasticity in regression analysis.
Nakarmi, S. S. (2024). Multi-collinearity in research and way forward., 85–91.
Narta, Z. Y., Heriyanto, M., Sutrisna, E., & Safitri, S. (2024). Pengaruh penerapan digital marketing dan inovasi produk terhadap keputusan pembelian pada Rotte Bakery Cabang Bukit Barisan Pekanbaru., 6(3), 1562–1567.
Pribowo, R., Putra, H., & Defit, S. (2022). Analisis sistem antrian dalam meningkatkan efektivitas pelayanan menggunakan metode accidental sampling. Jurnal Sistim Informasi dan Teknologi, 4, 70–75. https://doi.org/10.37034/jsisfotek.v4i2.127
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Purwanti, & Sarwani, S. (2020). Awareness terhadap keputusan pembelian konsumen pada PT Unilever Indonesia. , 24–31.
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Romana, F., Alfiani, N., & Borobudur, U. (2024). Regulation and literacy must strengthen digital transformation., 3(1), 94–108.
Sari, M., Rachman, H., Astuti, N. J., Afgani, M. W., & Abdullah, R. (2023). Explanatory survey dalam metode penelitian deskriptif kuantitatif. Jurnal Pendidikan Sains dan Komputer, 3(1), 10–16.
Sigar, E. T., Massie, J. D. D., & Pandowo, M. H. C. (2021). The influence of consumer behavior and digital marketing on purchase decision at GrabFood in Manado. Jurnal EMBA, 9(4), 53–64.
Soesanto, E., Wahyuningrum, C., & Dewanto, S. (2024). Peran teknologi digital dalam industri terhadap produktivitas dan kesejahteraan ekonomi migas. 1.
Sureiman, O., & Mangera, C. M. (2020). F-test of overall significance in regression analysis simplified. Journal of Population and Clinical Studies. https://doi.org/10.4103/jpcs.jpcs
Tauhid, K., Fadhillah, A. S., Febrian, M. D., Prakoso, M. C., Rahmaniah, M., Putri, S. D., & Nurlaela, R. S. (2024). Sistem pengambilan contoh dalam metode penelitian, 3, 7228–7237.
Vijayendra, K., & Fantone, A. (2023). Recent trends of quantitative approaches in different sectors: A concise review. Asian Journal of Education and Social Studies, 41(2), 22–34. https://doi.org/10.9734/AJESS/2023/v41i2891
Published
2026-10-02
How to Cite
Yatim Nur Komarudin, & Triyani Capeg Hadmandho. (2026). The Influence of Product Innovation and Digital Marketing on Consumer Purchasing Decisions at Cafe B’daun in Ujung Batu District. International Journal of Economics, Business and Innovation Research, 5(05), 5590-5611. https://doi.org/10.63922/ijebir.v5i05.6027
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