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Quantitative analysis shows product quality and variation significantly influence purchasing decisions in consumers, indicating strong marketing implications.
This study aims to determine the extent to which product innovation influences consumer purchasing decisions at Ai-CHA Ice Cream & Tea in Pantai Indah Kapuk, North Jakarta. Product innovation is considered important as it can affect consumer interest in choosing a product, especially amid the increasingly competitive beverage industry. The research method used is a quantitative approach. Data was collected through questionnaires distributed to 100 respondents using a simple random sampling technique. Data analysis included validity and reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination. The results show that partially, the dimensions of product quality and product variation have a significant effect on purchasing decisions, while product design does not. However, simultaneously, all three dimensions of product innovation together have a significant influence on consumer purchasing decisions. In conclusion, product innovation—particularly product quality and variation—plays an important role in encouraging purchases. Therefore, it is recommended that Ai-CHA Ice Cream & Tea Pantai Indah Kapuk continue to improve both quality and variety, and evaluate product design to better match current consumer preferences.
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Natalie et al. (2025) studied this question.
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