The Influence of E-Commerce and Product Innovation Mediation in Increasing Consumer Purchase Interest of Lulur Putri Ayu in Palangka Raya City
DOI:
https://doi.org/10.55927/ijems.v3i1.40Keywords:
E-commerce, Product Innovation, Purchase Interest, PLS, Ayu Body ScrubAbstract
This research is in the field of marketing which aims to analyze the influence of e-commerce on purchase interest with product innovation mediation on Ayu scrub product. The method used is a quantitative approach with Partial Least Squares (PLS), involving 150 female respondents aged 17-50 years in Palangka Raya City. The variables studied include e-commerce (X), product innovation (Z), and purchase interest (Y). The results of the study indicate that e-commerce has a positive and significant effect on purchase interest, which means that the better the e-commerce platform, the higher the consumer purchase interest. In addition, e-commerce also has a significant effect on product innovation, which shows that innovation develops along with market trends in e-commerce. Product innovation is proven to have a significant effect on purchase interest, where products with innovative advantages are more attractive to consumers. The mediation test shows that product innovation mediates the relationship between e-commerce and purchase interest partially, so that innovation strengthens the impact of e-commerce on purchase interest. This finding indicates that the marketing strategy of Ayu body scrub must optimize e-commerce while continuing to innovate in products to be more competitive and increase consumer appeal.
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