The influence of product innovation on consumer buying interest in mochino in Bandar Lampung

ABSTRACT

Shira Yoceliani Elysia
21612010028

The purpose of this study is to analyze the extent of the influence on purchase intention. The research question is: "Does product innovation influence the purchase intention of Mochino consumers in Bandar Lampung?". The underlying issue that prompted this research is the discovery of several consumer complaints related to the cream flavor innovation of Mochino products at the Simpur branch in Bandar Lampung.
The theoretical framework in this study involves two variables: product innovation (X) and purchase intention (Y), based on the theory by Kotler and Keller (2016). The indicators of product innovation include: consumer response, texture, flavor innovation, flavor preference, and packaging. The indicators of purchase intention include: price, flavor variants, testimonials, outlets, and followers.
This research uses a quantitative method. The population consists of consumers who purchased Mochino products at the Simpur branch, Bandar Lampung. The research sample consisted of 100 customers, selected using the stratified random sampling technique. Data processing was carried out using SPSS version 21. The analytical tool used was simple linear regression, and hypothesis testing was conducted using the t-test.
The results of the study yielded the regression equation: Y = 20.609 + 2.750X, indicating that for every unit increase in product innovation, purchase intention increases by
2.750. The influence of product innovation on consumer purchase intention is supported by a t- value of 4.185. The strength of the relationship between product innovation and purchase intention is shown by a correlation coefficient (r) of 0.885, indicating a strong relationship. Simultaneous testing results show that the product innovation variable has a positive and
significant effect on purchase intention. The coefficient of determination (R²) is 73.1%, indicating that product innovation independently explains 73.1% of the variance in purchase intention. The remaining 27.9% (100% - 73.1%) is influenced by other variables not examined in this study.
Based on the results of the analysis and the conclusions in the discussion chapter, it can be concluded that the alternative hypothesis is accepted due to a significant influence of product innovation on purchase intention, with the calculated t-value being [insert t-value] and the t-table value being [insert t-table value]. The significance level of the t-test at 5% indicates that the accepted hypothesis is that product innovation has an effect on purchase intention, further supported by the direction shown in the simple linear coefficient test. Therefore, the writer proposes the following suggestions: Mochino should continue to innovate its flavors, as this is important because consumers are generally more interested in buying when there are flavor variants beyond just cream, such as chocolate, cheese, and others. In addition to using social media, Mochino should also engage in direct communication with friends, family, and other individuals so that consumers can receive firsthand testimonials without having to rely solely on social media.

Keywords: Product Innovation, Consumer Buying Interest, Mochino, Bandar Lampung