The Effect of Product Innovation, Product Quality, and Online Customer Reviews on Purchase Decisions (A Study of Spicypedia MSMEs)
Silvia Chusnul Eka Astrianti*
Siti Saroh
Karina Utami Anastuti
Spicypedia's competitive standing has been augmented by burgeoning digitalization and omnichannel stratagems, whereby consumers are furnished with an amplified array of alternatives. Accordingly, product innovation, product quality, and online customer reviews are posited as determinants exerting influence upon purchasing decisions. This inquiry was undertaken to ascertain the extent to which purchasing decisions are shaped by product innovation, product quality, and online customer reviews. A quantitative methodology, grounded in an associative approach, was employed. Data were amassed via questionnaires disseminated to 100 Spicypedia consumers, who were ascertained through purposive sampling. Data were subsequently analyzed using multiple linear regression, facilitated by IBM SPSS Statistics 25. The findings show that Spicypedia consumers’ purchasing decisions are partially influenced by product innovation, with a significance level of 0.004 and a t-value of 2.959 obtained. Likewise, it was determined that purchasing decisions are partially affected by product quality, with a significance level of 0.000 and a t-value of 11.166. Purchasing decisions were similarly found to be partially influenced by online customer reviews, substantiated by a significance level of 0.000 and a t-value of 11.202. Furthermore, it was demonstrated that purchasing decisions are simultaneously affected by product innovation, product quality, and online customer reviews collectively, with a significance level of 0.000 and a t-value of 78.742. An R² value of 0.702 was obtained, signifying that 70.2% of the variance in purchasing decisions can be accounted for by these three independent variables, whereas the residual 29.8% is attributable to extraneous factors left unexamined in this inquiry.
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