Pengaruh Product Innovation, Product Availability, dan Sustainability Terhadap Keputusan Pembelian Sari Roti di Kota Medan (Studi Pada Konsumen Sari Roti di Kota Medan).

Abstract

The development of the food industry in Indonesia is currently experiencing rapid growth, driven by economic progress and changes in consumer lifestyles. One sector that has seen significant advancement is the bread industry. Among the brands that continue to grow in this sector is Sari Roti, which consistently engages in Product Innovation, ensures Product Availability in the market, and implements Sustainability initiatives to enhance consumer purchasing decisions. This study aims to analyze the influence of Product Innovation, product availability, and Sustainability on purchasing decisions of Sari Roti products in Medan City (a study on Sari Roti consumers in Medan City). The focus of this research is to understand the extent to which these three factors can enhance consumer purchasing decisions regarding Sari Roti products in Medan City. This research is a quantitative study using a survey approach. Data were collected through questionnaires distributed to 100 respondents of Sari Roti consumersin Medan City, selected using a purposive sampling technique. The study was conducted to examine the relationship between the independent variables (Product Innovation, product availability, and sustainability) and the dependent variable (Purchasing Decision). The results of the study indicate that Product Innovation, Product Availability, and Sustainability variables have both partial and simultaneous influences on purchasing decisions. With a coefficient of determination (R²) of 85%, it can be concluded that these three variables contribute significantly to influencing consumer purchasing decisions of Sari Roti products in Medan City.