The Effect of Product Innovation and Promotion on The Purchase Decision of Kopi Kiri in The City of Banda Aceh

Abstract

This study aims to analyze the effect of product innovation and promotion on the purchase decision of Kopi Kiri in Banda Aceh City. The background of this study stems from the increasingly fierce competition in the coffee industry, requiring companies to carry out effective innovation and promotion to attract consumers. The research method used is a quantitative approach by distributing questionnaires to 100 respondents who are Kopi Kiri consumers. The data were analyzed using multiple linear regression to determine the partial and simultaneous effects between variables. The results showed that product innovation and promotion had a positive and significant effect on purchasing decisions, both partially and simultaneously, with a significance value of 0,000 (< 0,05). This indicates that the higher the level of product innovation and the more effective the promotional strategy, the greater the likelihood of consumers making a purchase. Overall, this study concludes that innovation and promotion are the main factors that influence the purchasing decisions of Kopi Kiri consumers in Banda Aceh. Therefore, the company needs to continue to increase creativity in product development and strengthen its promotional strategy to maintain and expand its market.