Mengungkap Faktor Pendorong Keputusan Pembelian : Inovasi, Kreativitas, Entrepreneurial Marketing dan Kualitas Produk Studi pada Konsumen Hawche Dimsum

Abstract

This study aims to examine and analyze the effects of Innovation, Creativity, Entrepreneurial Marketing, and Product Quality on Purchase Decisions among consumers of Hawche Dimsum, a food-processing culinary business entity in Bogor City. This study employed a quantitative method using a purposive sampling technique involving 204 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4.0 software. The hypothesis testing results show that: 1) Innovation has a positive and significant effect on Purchase Decisions (β=0.365; t=2.704; p=0.007); 2) Creativity has a positive and significant effect on Purchase Decisions (β=0.134; t=1.666; p=0.096); 3) Entrepreneurial Marketing has a positive and significant effect on Purchase Decisions (β=0.401; t=2.936; p=0.003); and 4) Product Quality has a positive and significant effect on Purchase Decisions (β=0.603; t=7.865; p=0.000). Product Quality is the most dominant variable influencing purchase decisions. The R² value of 0.883 indicates that 88.3% of the variance in Purchase Decisions is influenced by the four independent variables, while the remaining 11.7% is influenced by other factors outside the model. This study emphasizes the importance of maintaining consistent quality in processed bio-based food products and the effectiveness of entrepreneurial marketing in strengthening the competitiveness of culinary biopreneurship