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The Role of Product Innovation in Consumer Purchase Intention at Multi Mart Jaya Store in Hargomulyo Village

  • 1*,2 Universitas Islam Negeri Jurai Siwo Lampun
  • 3,4,5 Universitas Islam Negeri Jurai Siwo Lampung

* Corresponding Author: Dwi Septianingsih

Open Access
DOI
https://doi.org/10.59431/ijer.v6i2.813
Published
Pages
605–611

Issue

Vol. 6 No. 2 (2026)

Indonesian Journal Economic Review (IJER)
June

Abstract

This study examines the role of product innovation in increasing consumer purchase intention at Multi Mart Jaya Store in Hargomulyo Village. The novelty of this research lies in analyzing product innovation in connection with the use of technology as a supporting factor to enhance purchase intention in a village-scale retail business. The study aims to analyze consumer purchase intention, identify obstacles causing low product innovation, and explain the impact of product innovation on consumer purchase behavior. This field research uses a qualitative approach. Data were collected through observation, in-depth interviews, and documentation. Informants included employees of Multi Mart Jaya who understand the store’s operations and consumer behavior trends. Data analysis was conducted descriptively through data reduction, data presentation, and conclusion drawing. The findings indicate that product innovation plays a crucial role in attracting and maintaining consumer purchase intention. However, limited capital, insufficient information about market trends, and low technology utilization have hindered optimal product innovation. This results in limited product variety, infrequent updates, and suboptimal promotion, which reduce consumer purchase intention. From an Islamic economics perspective, product innovation contributes to achieving maslahah by providing better products and services for consumers. In conclusion, enhancing product innovation supported by effective technology use can be an important strategy to improve business competitiveness and increase consumer purchase intention.

Keywords

Product Innovation Consumer Purchase Intention Technology Utilization Retail Business

How to Cite

Septianingsih, D., Fitrianingsih, Putri, N. A., Oktaviani, S., & Murcitaningrum. (2026). The Role of Product Innovation in Consumer Purchase Intention at Multi Mart Jaya Store in Hargomulyo Village. Indonesian Journal Economic Review (IJER), 6(2), 605–611. https://doi.org/10.59431/ijer.v6i2.813

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Author Biographies

  • Dwi Septianingsih, Universitas Islam Negeri Jurai Siwo Lampun

    Sharia Economics Study Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Jurai Siwo Lampung, Metro City, Lampung Province, Indonesia.

  • Fitrianingsih, Universitas Islam Negeri Jurai Siwo Lampun

    Sharia Economics Study Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Jurai Siwo Lampung, Metro City, Lampung Province, Indonesia.

  • Natasya Anggieta Putri, Universitas Islam Negeri Jurai Siwo Lampung

    Sharia Economics Study Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Jurai Siwo Lampung, Metro City, Lampung Province, Indonesia.

  • Senia Oktaviani, Universitas Islam Negeri Jurai Siwo Lampung

    Sharia Economics Study Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Jurai Siwo Lampung, Metro City, Lampung Province, Indonesia.

  • Murcitaningrum, Universitas Islam Negeri Jurai Siwo Lampung

    Sharia Economics Study Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Jurai Siwo Lampung, Metro City, Lampung Province, Indonesia.

License

Copyright (c) 2026 Dwi Septianingsih, Fitrianingsih, Natasya Anggieta Putri, Senia Oktaviani, Murcitaningrum

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