The Influence of Product Innovation and Online Consumer Reviews on Purchase Decisions for Bittersweet by Najla Puff Pastry Layer

Abstract

Bittersweet by Najla frequently innovates to drive the success of its business, one of which is by launching a new product called puff pastry layer. This product gets various reviews, both positive and negative, which must be managed properly in order to increase consumer purchasing decisions for puff pastry layer products. This research aims to determine the effect of product innovation and online consumer reviews on purchasing decisions for the Bittersweet by Najla puff pastry layer variant on Shopee. Sampling was carried out using a purposive sampling technique. The method used is a quantitative approach with a sample size of 100 respondents. The results of the study showed that product innovation and online consumer reviews has a positive and significant effect on purchasing decisions for the Bittersweet by Najla puff pastry layer variant on Shopee.