PENGARUH INOVASI PRODUK, HARGA, DAN PROMOSI ONLINE TERHADAP MINAT BELI PADA MIE GACOAN MADIUN

Breyen Noval Putra Bambang, Apriyanti Apriyanti, Indra Ayu Fatmala

Abstract


The purpose of this study is to provide empirical evidence of the influence of product innovation, price, online promotion on purchase interest in Mie Gacoan Madiun. This study was conducted on the Madiun Residency community who knew Mie Gacoan Madiun by taking a sample of 384 respondents. The research method used is a quantitative approach using multiple linear regression analysis. The results of this study are 1) partially the product innovation variable has a positive and significant effect on purchase interest, 2) partially the price variable has a positive and significant effect on purchase interest, 3) partially the online promotion variable has a positive and significant effect on purchase interest, 4) Simultaneously the product innovation, price, and online promotion variables have a positive and significant effect on purchase interest in Mie Gacoan Madiun.

Keywords: product innovation, price, online promotion, purchasing interest

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