"The Influence of Product Innovation and Digital Promotion on Purchase Intention in Cre4tify's Business in Semarang City "

Abstract

In the era of globalization and increasingly intense market competition, product innovation is a crucial aspect of the competitive business landscape. Digital promotion is also an effective means of enhancing awareness and interest in purchasing. Meanwhile, purchase intention serves as an important indicator reflecting consumer decisions to buy. This study aims to analyze the influence of product innovation and digital promotion on purchase intention for Cre4tify's business in Semarang City. The research employs a quantitative approach, with data collection conducted through questionnaires distributed to Cre4tify consumers. The sample consists of consumers who have purchased Cre4tify products. Data for the study is collected randomly using random sampling, involving 30 respondents. Data analysis is carried out using instrument testing techniques, including validity and reliability tests, multiple linear regression analysis, t-tests, and coefficient of determination tests. The findings indicate a significant positive influence of product innovation and digital promotion on purchase intention, suggesting that higher levels of product innovation and digital promotion lead to greater consumer interest in Cre4tify products. This research provides insights for the owner of Cre4tify to continue developing product innovation and digital promotion to enhance consumer appeal and satisfaction. Based on this phenomenon, the researcher has titled the study "The Influence of Product Innovation and Digital Promotion on Purchase Intention in Cre4tify's Business in Semarang City.