PENGARUH PELAKSANAAN CSR DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PT. GARUDAFOOD PUTRA PUTRI JAYA TBK. DI KECAMATAN DRIYOREJO KABUPATEN GRESIK

Abstract

In the era of digitalization, companies are expected to be able to analyze market changes by taking a consumer approach and the most popular is by carrying out Corporate Social Responsibility (CSR) activities which aim to strengthen relationships between the company, local communities and company consumers so that companies know consumer needs and implement them through product innovation. Garudafood Putra Putri Jaya Tbk. is a food company that has succeeded in implementing a good consumer approach from year to year. Currently, consumers, especially late teenage consumers, tend to be more careful in purchasing food products. The problem in this research is that many Garudafood in their late teens consumers feel dissatisfied with product innovation especially with unattractive packaging variations, this can influence the company in introducing its products to young consumers. The aim of this research is to determine the positive and significant influence between CSR and Product Innovation on Purchasing Decisions for Garudafood Putra Putri Jaya’s Products in Driyorejo Gresik District. This research uses a quantitative approach by collecting data using questionnaires, research techniques using Random Sampling (Probability Sampling), and the population is the community in Driyorejo Gresik District. The results obtained in this research are that there is a positive and significant influence between the independent variables (CSR and Product Innovation) and the dependent variable (Purchasing Decisions).