10.61533 Analysis of the Impact of Pricing Strategies and Product Innovation on Consumer Purchase Intention at Memimori Cake Shop in Pangkalpinang: A Sustainable Economy Perspective

Abstract

This study aims to analyze the influence of pricing strategy and product innovation on consumer purchase intention at Memimori Cake Shop in Pangkalpinang from the perspective of sustainable economics. A quantitative research method was employed, with data collected through questionnaires distributed to 89 respondents using an accidental sampling technique. Data were analyzed using Jeffrey’s Amazing Statistics Program (JASP), including validity, reliability, determination analyses. The results indicate that pricing strategy has a positive and significant effect on consumer purchase intention (t = 4.756; p < 0.001), as does product innovation (t = 4.367; p < 0.001). Simultaneously, both variables have a significant effect on consumer purchase intention (F = 56.49; p < 0.001). The coefficient of determination (R²) of 0.568 indicates that pricing strategy and product innovation explain 56.8% of the variance in consumer purchase intention. These findings suggest that implementing appropriate pricing strategies and continuously developing product innovation play an important role in enhancing consumer purchase intention and strengthening business competitiveness.