Pengaruh Product Innovation, Social Media Marketing, dan Lokasi Terhadap Purchase Decision pada Teh Poci Gana : Studi Kasus pada Teh Poci Gana di Bantul, Yogyakarta

Nyoman Parartha Deswara Evaganna; Putu Saroyini Piartrini

doi:10.30640/digital.v5i2.6476

Authors

Nyoman Parartha Deswara Evaganna Universitas Udayana
Putu Saroyini Piartrini Universitas Udayana

DOI:

https://doi.org/10.30640/digital.v5i2.6476

Keywords:

Gana Poci Tea, Location, Product Innovation, Purchase Decision, Social Media Marketing

Abstract

This research investigates the impact of product innovation, social media marketing, and strategic location on consumer purchasing decisions at Teh Poci Gana in Bantul, Yogyakarta. Utilizing a quantitative approach, data was collected via questionnaires from 200 participants familiar with the brand. Following rigorous validity, reliability, and classical assumption testing, multiple linear regression was employed for data analysis. The findings reveal that product innovation, social media engagement, and business location individually and collectively exert a positive, significant influence on consumer choices. Consequently, the study highlights that small beverage enterprises can enhance consumer appeal by diversifying their product offerings, leveraging active digital communication, and securing accessible retail locations. Furthermore, this study contributes to the growing body of marketing literature by providing empirical evidence regarding consumer behavior in the beverage industry, particularly among young consumers. The results indicate that businesses should continuously adapt their marketing strategies to changing consumer preferences and market competition. These findings may serve as a practical reference for entrepreneurs seeking to strengthen customer attraction and improve purchasing decisions through innovation, effective social media utilization, and strategic business location selection.

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