PENGARUH INOVASI PRODUK DAN WORD OF MOUTH TERHADAP MINAT BELI PADA KUE NENEK MOYANG PEMATANG SIANTAR

Abstract

The purpose of this research are: 1. The description of product innovation, word of mouth, and purchase intention at Kue Nenek Moyang Pematang Siantar. 2. The effect of product innovation and word of mouth on purchase intention at Kue Nenek Moyang Pematang Siantar both simultaneously and partially. This research uses library research and field research design. The sample of this research were consumers of Kue Nenek Moyang Pematang Siantar, totally 55 people. The types of data used in this research are qualitative data and quantitative data. Data sources use primary data and secondary data. Data collection techniques were carried out by questionnaires, interviews, documentation, and observation. The research instrument test uses validity test and reliability test. The data analysis techniques used were normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this research can be concluded as follows: 1. Product innovation, word of mouth and purchase intention are good. 2. There is  positive effect between product innovation and word of mouth on purchase intention both simultaneously and partially. 3. There is moderately high corelation between product innovation and word of mouth with purchase intention. The level of purchase intention can be explained by product innovation and word of mouth. 4. The results of the hypothesis test state that H₀ is rejected, meaning that there is positive and significant effect between product innovation and word of mouth on purchase intention at Kue Nenek Moyang Pematang Siantar both simultaneously and partially.