Pengaruh Product Design, Product Innovation, dan Digital Promotion terhadap Minat Beli pada Produk Motor Honda Vario 125 Street di Kebumen

This study aims to determine and analyze the influence of Product Design, Product Innovation, and Digital Promotion on Purchase Intention toward the Honda Vario 125 Street motorcycle in Kebumen Regency, both partially and simultaneously. This study used a quantitative method. Data were collected through a questionnaire distributed to individuals with an interest in purchasing the Honda Vario 125 Street in Kebumen, aged above 18 years. The sample was determined using the Slovin formula and purposive sampling technique. Data were analyzed using multiple linear regression with SPSS version 27. The results show that Product Design and Product Innovation each have a positive and significant effect on Purchase Intention, while Digital Promotion has no significant effect on Purchase Intention. Simultaneously, the three independent variables have a positive and significant effect on Purchase Intention. These findings indicate that product design is the most dominant factor in shaping consumer purchase intention, while digital promotion conducted by manufacturers and dealers has not been sufficiently effective on its own in driving consumer intention to purchase, thus requiring a more integrated digital promotion strategy aligned with product appeal.
Keywords: Product Design, Product Innovation, Digital Promotion, Purchase Intention, Honda Vario 125 Street