The Effect Of E-Promotion And Product Innovation On The Purchase Decision Of Drip Bag Coffee At TGC Coffee Surabaya

Abstract

This study was conducted to examine the extent to which the implementation of e-promotion strategies and the development of product innovations can influence consumer behavior, especially in making decisions to buy Drip Bag Coffee products at TGC Coffee Surabaya. In the context of the post-pandemic development of the coffee industry, consumers are showing a higher preference for practical and efficient products such as Drip Bag Coffee. TGC Coffee as one of the local business people, responds to this need by utilizing digital media as a means of promotion and continues to innovate the products offered. A quantitative approach was used in this study, by applying a causal descriptive method to describe and analyze the influence between the variables studied, where the data was disseminated through an online questionnaire to 96 respondents who were active consumers of the product. E-promotions are analyzed through four main indicators: digital advertising, sales promotions, social media, and direct communication. Meanwhile, product innovation is measured from the aspects of product variety and uniqueness, design and packaging, ease of use, and brewing quality. Based on the results of multiple linear regression analysis applied in this study, the variables of e-promotion and product innovation were proven to have a positive and significant effect on consumer purchase decisions, both simultaneously and partially. This means that the more effective the digital promotion strategy is and the more innovative the products offered, the more likely consumers are to make a purchase. These findings have an important impact on business actors in optimizing their marketing strategies and product development.