THE INFLUENCE OF PRODUCT QUALITY, PRODUCT INNOVATION, AND PRICE ON THE PURCHASE DECISION OF ZANARA BANANA CHIPS

Regina Agnes Dia Arindi, Heny Sidanti, Apriyanti Apriyanti

Abstract


This study aims to analyze and empirically prove the effect of product quality, product innovation, and price on the purchasing decision of Zanara Banana Chips in Ngawi City. This research is motivated by fluctuations in Zanara Keripik sales, indicating that consumer purchasing decisions remain unstable amidst competition in the snack industry. A quantitative explanatory design was utilized. The population comprised residents of Ngawi City aware of Zanara Keripik products, with a sample of 223 respondents selected through purposive sampling. Data were collected via questionnaires using Likert scales and analyzed through validity, reliability, classic assumption tests, multiple linear regression, and hypothesis testing (t-test, F-test, and R²) using SPSS. Results show that product quality, product innovation, and price individually have positive and significant effects on purchasing decisions. Simultaneously, all three variables significantly influence purchasing decisions, accounting for 68.4% of the variance. The study suggests that Zanara MSME should continuously enhance product quality, innovate in flavors and packaging, and maintain competitive pricing strategies.

Keywords: Product Quality, Product Innovation, Price, Purchase Decision, Banana Chips MSME.


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References


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