The Effect of Product Innovation and Product Variations on Consumer Buying Interest

Abstract

This study discusses the effect of product innovation and product variations on buying interest. The purpose of writing this article is to determine the influence of product innovation and product variations on consumer buying interest, within the scope of marketing management science. The method of writing articles is quantitative descriptive.  The population in this study amounted to 147 people with a research sample of 50 respondents. The sampling technique used is accidental sampling. The tests carried out are t-tests, f-tests and determination coefficient tests.  The results of this study include: 1)  Product innovation affects consumer buying interest partially;  2) Product variations affect consumer buying interest partially; and 3) Product innovation and product variation affect consumer buying interest simultaneously. Apart from these 2 exogenous variables that affect endogenous variables  of consumer buying interest, there are still other factors including price, product quality and service quality.