Pengaruh Kreativitas Dan Inovasi Terhadap Minat Beli Konsumen Pada Bang Kendik Cafe Rantauprapat

Abstract

This study aims to determine the effect of creativity and innovation on consumer buying interest at Bang Kendik Cafe Rantauprapat. The sampling technique uses the Accidental sampling method, which is the technique of taking accidental samples of anyone who is encountered and can be used as a sample. The number of the population in this study is not known for sure, and the sample used was 96 people using the Supramono and Haryanto formula. The results of simultaneous hypothesis testing (F test) show that creativity and innovation have a positive and significant effect on consumer buying interest at Bang Kendik Cafe Rantauprapat, where the value of Fcount (70.704)> Ftable (3.09) with a significance level of 0.00 <0 , 05. The results of the partial hypothesis test (t test) show that creativity (X1) has a positive and significant effect on consumer buying interest at Bang Kendik Cafe Rantauprapat, where the value of tcount (7.101)> t table (1.6608) and a significance level of 0.00 <0 05, and innovation (X2) also has a positive and significant effect on consumer buying interest at Bang Kendik Cafe Rantauprapat, where the value of tcount (5.190)> t table (1.6608) and a significance level of 0.00 <0.05. The value of Adjusted R Square is 0.595, which means that consumer buying interest can be explained or influenced by creativity and innovation by 59.5%. While the remaining 40.5% is explained or influenced by other variables not examined in this study, such as price, product quality, service quality, and so on.