JOURNALKEBERLANJUTANJOURNALKEBERLANJUTAN

International Journal of Environmental, Sustainability, and Social ScienceInternational Journal of Environmental, Sustainability, and Social Science

This study aims to analyze the influence of product innovation and price promotions on consumer purchasing interest in Banana Rolls Micro, Small, and Medium Enterprises (MSMEs) in Cirebon City. This study uses a quantitative research type with a survey approach. The quantitative method was chosen because it allows researchers to test predetermined hypotheses through numerical data collection and statistical analysis. Data were collected from 93 Banana Rolls consumer respondents through a questionnaire. Data analysis was conducted using multiple linear regression after undergoing validity, reliability, and classical assumption tests (normality, linearity, multicollinearity, and autocorrelation). The results show that product innovation and price promotions, both partially and simultaneously, have a positive and significant effect on consumer purchasing interest. Product innovation contributes more to increasing purchasing interest than price promotions. These findings underscore the importance of an integrated marketing strategy that prioritizes creative product development and attractive price offers to increase competitiveness and consumer loyalty in the culinary MSME sector.

Based on the analysis and discussion, this study concludes that product innovation has a positive and significant effect on consumer purchasing interest in Banana Rolls in Cirebon.Price promotions have a positive and significant effect on consumer purchasing interest in Banana Rolls in Cirebon.Product innovation and price promotions simultaneously have a positive and significant effect on consumer purchasing interest in Banana Rolls in Cirebon.These findings highlight the importance of an integrated marketing strategy that combines product innovation and price promotions to enhance consumer purchasing interest and maintain competitiveness.

Penelitian lebih lanjut dapat dilakukan untuk menguji pengaruh faktor-faktor lain yang belum diteliti dalam studi ini, seperti kualitas pelayanan, citra merek, atau pengaruh media sosial, terhadap minat beli konsumen Banana Rolls. Hal ini penting karena minat beli konsumen tidak hanya dipengaruhi oleh inovasi produk dan promosi harga, tetapi juga oleh faktor-faktor lain yang membentuk persepsi dan preferensi konsumen. Selain itu, penelitian dapat difokuskan pada analisis lebih mendalam mengenai jenis-jenis inovasi produk yang paling efektif dalam meningkatkan minat beli, misalnya dengan membandingkan dampak inovasi pada rasa, kemasan, atau proses produksi. Penelitian ini dapat menggunakan metode kualitatif seperti wawancara mendalam atau focus group discussion untuk mendapatkan wawasan yang lebih kaya mengenai preferensi konsumen dan persepsi mereka terhadap inovasi produk. Terakhir, studi lanjutan dapat mengeksplorasi bagaimana strategi promosi harga yang berbeda, seperti diskon, bundling, atau program loyalitas, memengaruhi perilaku pembelian konsumen dalam jangka panjang, serta bagaimana strategi tersebut dapat dioptimalkan untuk meningkatkan retensi pelanggan dan profitabilitas bisnis Banana Rolls.

  1. Pengaruh Inovasi Produk dan Promosi Penjualan terhadap Minat Beli Sepeda Motor Suzuki Satria F150 (Survei... stiealwashliyahsibolga.ac.id/jurnal/index.php/jesya/article/view/361Pengaruh Inovasi Produk dan Promosi Penjualan terhadap Minat Beli Sepeda Motor Suzuki Satria F150 Survei stiealwashliyahsibolga ac jurnal index php jesya article view 361
  2. Validate User. validate user sorry experiencing unusual traffic time please help us confirm robot take... doi.org/10.1108/IJCHM-05-2013-0204Validate User validate user sorry experiencing unusual traffic time please help us confirm robot take doi 10 1108 IJCHM 05 2013 0204
  3. Journal UC. journal uc ac verifying human take few seconds doi.org/10.37715/jp.v6i1.1907Journal UC journal uc ac verifying human take few seconds doi 10 37715 jp v6i1 1907
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