The Effect of Product Innovation and Promotion on Purchase Decisions: Study Case Kaku Food Makassar

Joya Kanna Paembonan () and Indrianty Sudirman
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Joya Kanna Paembonan: Hasanuddin University
Indrianty Sudirman: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 1862-1882 from Springer

Abstract: Abstract This study examines how consumer purchasing decisions at Kaku Food, a local MSME in Makassar, are impacted by product innovation and promotion. Understanding how marketing initiatives and innovation affect consumer behavior in the cutthroat culinary sector is the aim of this study. Being one of the expanding MSMEs, Kaku Food must contend with numerous comparable companies, so product distinctiveness and marketing tactics are crucial. Purposive sampling is used in this quantitative study, which includes 100 respondents who are all Kaku Food customers in Makassar City. To collect primary data, structured questionnaires were employed, while relevant papers and regulations provided supporting data. Product innovation and promotion’s impact on consumer purchasing decisions was tested using IBM SPSS 26 multiple linear regression analysis. The findings indicate that there is a considerable and favorable impact from both product innovation and promotion. When compared to promotion, product innovation is the most important variable, indicating that ongoing enhancements to product quality, variety, flavor, and packaging have a greater influence on consumer choice. In the meanwhile, promotion continues to be helpful by raising awareness and promoting experimentation. The result is that in order to maintain competition, boost customer loyalty, and guarantee sustainable growth in Makassar’s vibrant food business, Kaku Food must continuously prioritize innovation while fusing it with successful marketing techniques.

Keywords: Product Innovation; Promotion; Kaku; Food; Makassar (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_130

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