Pengaruh Inovasi Produk dan Strategi Pemasaran Digital terhadap Minat Beli dan Kepuasan Konsumen

Lailin Nahdiyah. 2025. The Influence of Product Innovation and Digital Marketing Strategies on Purchase Intention and Customer Satisfaction of Creative MSMEs at Yunan Craft in Poncokusumo District, Malang Regency. Undergraduate Thesis. Business Administration Study Program, Faculty of Social and Political Sciences, Yudharta University Pasuruan. This study analyzes the influence of product innovation and digital marketing strategies on purchase intention and customer satisfaction at Yunan Craft. Using a quantitative method with path analysis on 150 respondents (purposive sampling), data were examined through multiple regression with t-tests, F-tests, and coefficient of determination.The results show that product innovation significantly affects purchase intention (t = 4.21; p < 0.001) and customer satisfaction (t = 3.87; p < 0.001), while digital marketing also significantly affects purchase intention (t = 5.02; p < 0.001) and customer satisfaction (t = 4.76; p < 0.001). Purchase intention does not significantly affect satisfaction (t = 1.12; p > 0.05). The model explains 68% of purchase intention and 64% of customer satisfaction (R² = 0.68 and R² = 0.64). In conclusion, product innovation and digital marketing are dominant drivers of consumer interest and satisfaction, yet purchase intention alone does not guarantee post-purchase satisfaction.