Peran Digitalisasi dan Inovasi Produk dalam Proses Keputusan Pembelian Konsumen UMKM Kuliner
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Abstract
Digitalisasi dan inovasi produk menjadi bagian penting dalam pemasaran UMKM kuliner, tetapi keduanya dapat menjalankan fungsi yang berbeda dalam proses keputusan konsumen. Penelitian ini bertujuan menganalisis peran digitalisasi dan inovasi produk dalam proses keputusan pembelian konsumen UMKM kuliner dengan menggunakan perspektif consumer decision process. Penelitian menggunakan pendekatan deskriptif kuantitatif melalui analisis sekunder terhadap dataset penelitian konsumen UMKM Hotang Banyumas tahun 2020. Data berasal dari 30 konsumen yang dipilih melalui incidental sampling. Instrumen penelitian terdiri atas 48 butir pernyataan yang mencakup inovasi produk, e-commerce sebagai bentuk praktik digitalisasi, dan keputusan pembelian. Analisis dilakukan melalui statistik deskriptif, telaah hubungan antarvariabel, serta interpretasi keluaran regresi linear berganda dari penelitian asal yang dipadukan dengan informasi wawancara dan dokumentasi. Hasil menunjukkan bahwa inovasi produk dan e-commers memiliki korelasi dengan keputusan pembelian. Inovasi produk juga menunjukkan koefisien standar yang lebih besar dibandingkan e-commerce dalam keluaran regresi. Temuan tersebut mengindikasikan bahwa inovasi produk terutama berperan sebagai sumber nilai dan diferensiasi dalam evaluasi alternatif, sedangkan digitalisasi melalui praktik e-commerce terutama mendukung penyediaan informasi dan komunikasi. Hasil ini menegaskan pentingnya memandang keputusan pembelian sebagai suatu proses yang menghubungkan penciptaan nilai produk dengan komunikasi nilai melalui kanal digital.
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