PENGARUH INOVASI PRODUK, STRATEGI DIGITAL MARKETING, DAN STRATEGI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN GUNAWAN GUNTING SAGA

DINA JUWITA SASTIKA SIAGIAN, NPM 2201500390 (2026) PENGARUH INOVASI PRODUK, STRATEGI DIGITAL MARKETING, DAN STRATEGI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN GUNAWAN GUNTING SAGA. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh inovasi produk, strategi digital marketing, dan strategi harga terhadap keputusan pembelian konsumen pada Rumah Makan Gunawan Gunting Saga. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan survei. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melakukan pembelian di Rumah Makan Gunawan Gunting Saga. Teknik pengambilan sampel menggunakan rumus Lemeshow sehingga diperoleh sampel sebanyak 125 responden. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner dengan menggunakan skala Likert. Metode analisis data yang digunakan yaitu analisis regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa secara parsial inovasi produk berpengaruh signifikan terhadap keputusan pembelian konsumen, strategi digital marketing berpengaruh signifikan terhadap keputusan pembelian konsumen, dan strategi harga juga berpengaruh signifikan terhadap keputusan pembelian konsumen. Secara simultan inovasi produk, strategi digital marketing, dan strategi harga berpengaruh signifikan terhadap keputusan pembelian konsumen pada Rumah Makan Gunawan Gunting Saga. Hal ini menunjukkan bahwa peningkatan inovasi menu, pemanfaatan media digital dalam pemasaran, serta penetapan harga yang sesuai dapat meningkatkan minat dan keputusan pembelian konsumen. Berdasarkan hasil penelitian ini dapat disimpulkan bahwa inovasi produk, strategi digital marketing, dan strategi harga memiliki peranan penting dalam meningkatkan keputusan pembelian konsumen pada usaha kuliner. Oleh karena itu, pelaku usaha diharapkan dapat terus mengembangkan inovasi produk, memaksimalkan strategi pemasaran digital, serta menetapkan harga yang kompetitif agar mampu meningkatkan daya saing usaha dan menarik lebih banyak konsumen. Kata Kunci: Inovasi Produk, Strategi Digital Marketing, Strategi Harga, Keputusan Pembelian Konsumen ======================================================================================== This study aims to determine the influence of product innovation, digital marketing strategies, and pricing strategies on consumer purchasing decisions at Gunawan Gunting Saga Restaurant. This research used a quantitative research method with a survey approach. The population in this study were all consumers who had purchased food at Gunawan Gunting Saga Restaurant. The sampling technique used the Lemeshow formula and obtained a sample of 125 respondents. Data collection was carried out through questionnaires using a Likert scale. The data analysis method used was multiple linear regression analysis with the help of SPSS software. The results showed that partially product innovation had a significant influence on consumer purchasing decisions, digital marketing strategies had a significant influence on consumer purchasing decisions, and pricing strategies also had a significant influence on consumer purchasing decisions. Simultaneously, product innovation, digital marketing strategies, and pricing strategies had a significant influence on consumer purchasing decisions at Gunawan Gunting Saga Restaurant. This indicates that improving menu innovation, utilizing digital media in marketing, and implementing appropriate pricing strategies can increase consumer interest and purchasing decisions. Based on the results of this study, it can be concluded that product innovation, digital marketing strategies, and pricing strategies play an important role in increasing consumer purchasing decisions in culinary businesses. Therefore, business owners are expected to continue developing product innovations, maximizing digital marketing strategies, and implementing competitive pricing strategies to increase business competitiveness and attract more consumers . Keywords: Product Innovation, Digital Marketing Strategy, Pricing Strategy, Consumer Purchase Decision

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Inovasi Produk, Strategi Digital Marketing, Strategi Harga, Keputusan Pembelian Konsumen==============Product Innovation, Digital Marketing Strategy, Pricing Strategy, Consumer Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HM Sociology
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 07 May 2026 04:25
Last Modified: 07 May 2026 04:25
URI: http://repository.ulb.ac.id/id/eprint/2237

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