The Influence of Product Innovation on Purchasing Decisions (Case Study of Davino Tea in Kudus)

Abstract

This study aims to analyze the impact of product innovation on consumers’ purchase decisions, using  Davino Tea as a case study. Davino Tea is an iced-tea beverage brand with a trendy concept and affordable pricing, targeting millennial and Gen Z consumers in strategic areas such as campuses and schools. Its innovations include a wide array of tea flavors, milk-based variants, Yakult-infused options, coffee flavors, eye-catching packaging, and locally inspired branding that resonates with everyday life. Adopting a quantitative approach, the research distributes questionnaires to Teh Davino customers to examine how flavor, packaging, and serving innovations influence their buying decisions. The findings are expected to provide insights for developing more effective product and marketing strategies, especially for modern iced-tea businesses seeking sustainable competitiveness in local markets.