Pengaruh Inovasi Produk Pemasaran Kreatif dan Branding Terhadap Minat Beli Teh Kemuning Melalui Brand Image Di Kabupaten Karanganyar
DOI:
https://doi.org/10.37385/ceej.v7i2.10220Keywords:
inovasi produk, pemasaran kreatif, branding, brand image, minat beliAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk, pemasaran kreatif, dan branding terhadap minat beli Teh Kemuning dengan brand image sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 308 responden di wilayah Karanganyar dan Soloraya. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa branding, pemasaran kreatif, dan brand image berpengaruh positif dan signifikan terhadap minat beli. Inovasi produk berpengaruh signifikan terhadap brand image, namun tidak berpengaruh langsung terhadap minat beli. Brand image terbukti memediasi pengaruh branding dan pemasaran kreatif terhadap minat beli, tetapi tidak memediasi pengaruh inovasi produk. Temuan ini menegaskan pentingnya penguatan brand image dalam meningkatkan minat beli produk teh lokal.
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