Analisis Pengaruh Inovasi Produk, Kemasan dan Variasi Produk Terhadap Minat Beli Produk Chatime di Surakarta

This study aims to analyze the effect of product innovation, packaging, and product variations on buying interest in Chatime products in Surakarta. The sample in this study was 100 respondents who were enthusiasts of Chatime products in Surakarta. The type of data used in this research is primary data. Methods of data collection using a questionnaire. The data analysis methods used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination, model accuracy test (F test), estimator accuracy parameter test or hypothesis test (t test). The results of the analysis in this study indicate that product innovation has a positive and significant effect on buying interest, packaging has a positive and significant effect on buying interest, product variations have a positive and significant effect on buying interest