PENGARUH INOVASI PRODUK, VARIASI PRODUK, DAN DESAIN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MAKANAN UMKM MAMA MOCHI’S

Mama Mochi’s is one of the MSMEs (Micro, Small, and Medium Enterprises) in Ponorogo that markets Mochi products with various flavor options. The business was established when Mochi became a culinary trend in Ponorogo. This study aims to examine the influence of product innovation, product variation, and packaging design on purchasing decisions for Mochi products marketed by Mama Mochi’s. The research employs a quantitative method and was processed using SPSS analytical software. Data were obtained through questionnaires completed by 170 respondents who are consumers of Mama Mochi’s. The results of the partial test analysis for each independent variable (X) on the dependent variable (Y) indicate that the independent variables—product innovation, product variation, and packaging design—each have a partial and significant effect on purchasing decisions, which serve as the dependent variable in this study.

Keywords: product innovation, product variation, packaging design, purchase decision, MSMEs (Micro, Small, and Medium Enterprises)