Analisis Pengaruh Produk innovativeness dan Pemasaran Digital terhadap Keputusan Pembelian Dengan Peran Mediasi Customer Demand Pada PT. Pandowo Utomo Food

Priyanto, Agus (2026) Analisis Pengaruh Produk innovativeness dan Pemasaran Digital terhadap Keputusan Pembelian Dengan Peran Mediasi Customer Demand Pada PT. Pandowo Utomo Food. Thesis thesis, Universitas BPD.

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Abstract

This study aims to examine the effect of Product Innovativeness and Digital Marketing on Purchase Decision, with Customer Demand as a mediating variable at PT Pandowo Utomo Food. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 385 respondents who are consumers of PT Pandowo Utomo Food. The sampling technique used was purposive sampling, while data analysis was conducted using Structural Equation Modeling (SEM). The results indicate that Product Innovativeness has a positive and significant effect on Purchase Decision. In addition, Digital Marketing has a positive and significant effect on Purchase Decision and shows the strongest influence on Customer Demand. Furthermore, Product Innovativeness and Digital Marketing are proven to have a positive and significant effect on Customer Demand. Customer Demand also has a positive and significant effect on Purchase Decision. The mediation test results reveal that Customer Demand significantly mediates the relationship between Product Innovativeness and Digital Marketing on Purchase Decision. Overall, the findings confirm that the improvement of consumer purchase decisions is strongly influenced by the company’s ability to deliver innovative products and effectively manage digital marketing strategies, with customer demand serving as an important mechanism that strengthens this relationship. The results of this study are expected to provide valuable insights for companies in formulating more effective marketing strategies. Keywords: product innovativeness, digital marketing, customer demand, purchase decision

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh Product Innovativeness dan Pemasaran Digital terhadap Keputusan Pembelian dengan Customer Demand sebagai variabel mediasi pada PT Pandowo Utomo Food. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 385 responden yang merupakan konsumen PT Pandowo Utomo Food. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan dengan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Product Innovativeness berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selain itu, Pemasaran Digital juga terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian serta memiliki pengaruh paling kuat terhadap Customer Demand. Temuan penelitian selanjutnya menunjukkan bahwa Product Innovativeness dan Pemasaran Digital berpengaruh positif dan signifikan terhadap Customer Demand. Customer Demand sendiri terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hasil uji mediasi menunjukkan bahwa Customer Demand berperan sebagai variabel mediasi yang signifikan dalam hubungan antara Product Innovativeness dan Pemasaran Digital terhadap Keputusan Pembelian. Secara keseluruhan, penelitian ini menegaskan bahwa peningkatan keputusan pembelian konsumen sangat dipengaruhi oleh kemampuan perusahaan dalam menghadirkan inovasi produk dan mengelola pemasaran digital secara efektif, dengan customer demand sebagai mekanisme penting yang memperkuat pengaruh tersebut. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efektif. Kata kunci: product innovativeness, pemasaran digital, customer demand, keputusan pembelian.
Uncontrolled Keywords:	innovativness produk PT Pandowo Utomo Food
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	14 Mar 2026 02:58
Last Modified:	14 Mar 2026 02:58
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3018

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