The Influence of Product Innovation and Digital Marketing on Purchasing Decisions at Mama Kembar Pempek MSME

The development of digital technology has changed the way consumers choose and purchase products, especially in the culinary MSME sector. Businesses are now required not only to provide quality products, but also to present attractive packaging and effective digital marketing strategies to attract consumers. This study aims to examine the influence of product innovation, product packaging, and digital marketing on purchase decisions at Pempek Mama Kembar MSME in Palembang. A quantitative approach was used in this study with data collected from 100 respondents who had purchased Pempek Mama Kembar products. Data were obtained through questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS. The findings reveal that product packaging and digital marketing have a positive and significant influence on purchase decisions. Meanwhile, product innovation does not significantly influence purchase decisions. Simultaneously, all variables contribute to purchase decisions. These results indicate that consumers tend to pay more attention to attractive packaging and active digital promotion through social media rather than product innovation itself. This study provides practical insights for MSMEs in developing marketing strategies that are more relevant and competitive in the digital era.