ANALISIS PENGARUH INOVASI PRODUKTERHADAP MINAT BELI PADA BENIH LESTARI

ABSTRACT
Along with the growth and development of the economy causes business
competition is getting tighter. Not a few companies that offer products that vary
and more creative and innovative in marketing their products. With background of
the problem writer interested to do research for company CV. Jogja Horti Lestari
which is packed in the title of "Analysis of the Influence of Product Innovation on
Buy Interest in Benih Lestari". This study was conducted with the aim to
determine the effect of product innovation on buying interest in sustainable seeds.
Product innovation here consists of innovation attributes, adoption risk, and
behavior change. CV.Jogja Horti Lestari is a national vegetable seed company
located in Yogyakarta.
This research uses quantitative approach and the sample in this research
is 100 respondents who have never used Seed Lestari. In collecting data in this
study using a questionnaire that spread on consumers Benih Lestari. Data
processing in this study using multiple regression. The results in this study
indicate that of the three dimensions of product innovation that directly and
positively affect the buying interest is the Innovation Attributes and Adoption
Risk. While Behavior changes have no direct and positive effect on buying
interest. This indicates that consumers are interested to buy Benih Lestari if
Innovation Attributes are offered well, and consumers will buy Benih Lestari if
Adoption Risk offered is minimal.
Of the three dimensions there are dimensions that do not affect buying
interest, namely the dimensions of Behavior Changes, so companies need toxiii
improve this dimension to better by looking at the needs of consumers and
consumer desires of a product so as to change consumer to things better, Is
expected to generate consumer buying interest.
Key words :
Product Innovation, Innovation Attributes, Adoption Risk, Behavior Change,
Purchase Intention.