Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative

Ni Putu Nina Eka Lestari ; I Gusti Ayu Tirtayani ; Ni Wayan Gita Sucitawati
JURNAL RISET EKONOMI DAN AKUNTANSI (JREA) 📅 2026 Vol 4, No 2 🔗 DOI: 10.54066/jrea-itb.v4i2.4057
Abstract
This study aims to explain the influence of product innovation, Digital marketing, word of mouth on purchasing decisions of MSME products in Bali Creative. The sample used in this study was 100 respondents with the category of Bali Creative consumers who have shopped at Bali Creative. The sampling method used was purposive sampling technique. Data analysis techniques used were validity test, reliability test, classical regression assumption test, multiple regression analysis, coefficient of determination test, partial test (T test), simultaneous test (F test) using the SPSS 26 application. The conclusion of this study is that there is a positive and significant influence between the product innovation variable (X1) on product purchasing decisions (Y) partially obtained t-value 3.951 with a significance level value of 0.000. There is a positive but insignificant influence between the Digital marketing variable (X2) on product purchasing decisions (Y) partially obtained t-value 1.585 with a significance level value of 0.116. There is a positive and significant influence between the Word of mouth variable (X3) on product purchasing decisions (Y) partially, the calculated t is 7,943 with a significance level of 0.00. There is a positive and significant influence between product innovation (X1), Digital marketing (X2) and Word of mouth (X3) on product purchasing decisions (Y), the calculated F is 43,926 with a significance value of 0.000.
Keywords
Word Of Mouth; Digital Marketing; MSME; Product Innovation; Purchasing Decisions
How to Cite

Ni Putu Nina Eka Lestari, et al. (2026). Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative. JURNAL RISET EKONOMI DAN AKUNTANSI (JREA), 4(2). https://doi.org/10.54066/jrea-itb.v4i2.4057

Ni Putu Nina Eka Lestari; I Gusti Ayu Tirtayani; Ni Wayan Gita Sucitawati, "Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative," JURNAL RISET EKONOMI DAN AKUNTANSI (JREA), vol. 4, no. 2, 2026.

Ni Putu Nina Eka Lestari; I Gusti Ayu Tirtayani; Ni Wayan Gita Sucitawati. "Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative." JURNAL RISET EKONOMI DAN AKUNTANSI (JREA), vol. 4, no. 2, 2026.

Ni Putu Nina Eka Lestari; I Gusti Ayu Tirtayani; Ni Wayan Gita Sucitawati. "Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative." JURNAL RISET EKONOMI DAN AKUNTANSI (JREA) 4, no. 2 (2026).

Ni Putu Nina Eka Lestari, et al. (2026) 'Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative', JURNAL RISET EKONOMI DAN AKUNTANSI (JREA), 4(2). doi: 10.54066/jrea-itb.v4i2.4057.

Ni Putu Nina Eka Lestari; I Gusti Ayu Tirtayani; Ni Wayan Gita Sucitawati. Pengaruh Inovasi Produk, Digital Marketing, Word of mouth terhadap Keputusan Pembelian Produk UMKM di Bali Creative. JURNAL RISET EKONOMI DAN AKUNTANSI (JREA). 2026;4(2).

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