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Pengaruh Inovasi Produk Pistachio Kunafa terhadap Minat Beli Konsumen di Starmoon Cake Shop Surabaya

Year: 2025

Type: article

Abstract: Competition in the culinary industry is becoming increasingly fierce, necessitating product innovation to enhance competitiveness and attract consumer purchase interest. This study aims to analyze the effect of Pistachio Kunafa product innovation on consumer purchase interest at Starmoon Cake Shop Surabaya. The research employs a quantitative method with a survey approach. The sample consists of 145 respondents who are customers of Starmoon Cake Shop, obtained using the total sampling technique. In conclusion, Pistachio Kunafa product innovation significantly contributes to increasing consumer purchase interest at Starmoon Cake Shop Surabaya. Therefore, innovation strategies focusing on novelty, uniqueness, material quality, and added value should be continuously developed to maintain competitiveness and attract consumer attention in the premium culinary industry.

Source: Jurnal Pengabdian Masyarakat dan Riset Pendidikan

DOI: 10.31004/jerkin.v3i4.690

Authors: Cindita Ginting, Yanuar Rafif Rizqullah

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W4410776586

FWCI:

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