Dampak Orientasi Pasar pada Keputusan Pembelian Melalui Inovasi Produk Laut

Abstract

Understanding market orientation that can influence consumer purchasing decisions, especially in the highly competitive seafood industry, is very important. This study aims to analyze the impact of market orientation on purchasing decisions for seafood products through product innovation. The main focus of this study is to identify the direct relationship between market orientation and purchasing decisions and the role of product innovation as an intervening factor. The type of research used is quantitative descriptive, with primary data sources obtained by distributing questionnaires to seafood consumers. The sample of this study is consumers who have purchased and used seafood products, which were taken using accidental sampling techniques. The number of samples was 100 respondents. The collected data were analyzed using Partial Least Squares (PLS) to test the proposed hypothesis. The research findings indicate that market orientation significantly influences purchasing decisions directly and through product innovation as a mediator variable. The main conclusion of this study is that seafood companies that implement a strong market orientation with relevant product innovation can effectively improve consumer purchasing decisions.