The Influence of Digital Marketing and Product Innovation on Product Development Performance at XYZ Juice
DOI:
10.59888/ajosh.v4i11.775Published:
2026-08-28Downloads
Abstract
This study aimed to evaluate the effects of digital marketing and product innovation on product development performance at XYZ Juice. The research focused on the Chia Seed topping innovation by utilizing sales data from XYZ Juice before and after the innovation during the period from February to May (covering pre-fasting, fasting, and post-fasting months). The t-test results indicated a decline in the number of cups sold following the product innovation, although the overall sales revenue remained relatively unchanged. The study further examined buyer responses through a survey to assess the effects of digital marketing and product innovation on product development performance. Data were collected from 230 respondents through Google Forms and analyzed using SmartPLS. The findings revealed that the independent variables collectively had a significant effect on the dependent variable (0.000 < 0.05). The R-square value of 0.171 indicated that digital marketing and product innovation explained only 17.1% of the variance in product development performance. Individual correlation tests showed that digital marketing did not have a significant effect on product development performance (p-value = 0.316 > 0.05), whereas product innovation had a significant effect (p-value = 0.000 < 0.05). These results suggested that the owner of XYZ Juice should investigate other factors that account for the remaining 82.9% of the variance in product development performance, as digital marketing did not demonstrate a significant contribution. This finding may be related to the predominantly middle- to lower-income characteristics of the Bonang area community; therefore, further research on consumer behavior in this region is recommended
Keywords:
digital marketing product innovation product development performanceReferences
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