International Journal of Community Service ISSN 2961-7162 .
https://ejournal.
com/index.
php/ijcs Vol.
Issue 1, 2025 DOI : 10.
55299/ijcs.
A Development Model Of Promotional Strategy.
Brand Equity.
And Product Innovation Influencing Purchase Intention: A Case Study Of Nata De Coco Msmes In North Minahasa Regency.
Indonesia Silvya Lefina Mandey1.
Victor Paskah Kalawat Lengkong2.
Jenny Emma
Agustin Kandou3
1, 2
Universitas Sam Ratulangi.
Department of Economics and Business Universitas Sam Ratulangi.
Department of Graduate Studies ABSTRACT Research on promotional strategies, brand equity, product innovation, and purchase intention in marketing is a crucial area of study.
This research aims to enhance marketing strategies, particularly for MSMEs producing nata de coco in North Minahasa Regency, in supporting and improving their business The study utilizes a sample drawn from the population.
Given the large size of the population and the impracticality of studying the entire group, a sample size of 100 respondents was selected, meeting the minimum requirements for sampling.
This research employs a causal associative approach to analyze the relationships among variables, both simultaneously and partially.
The variables examined in this study include: promotional strategy (X.
, measured through indicators such as promotional messages, promotional media, and timing (Kotler & Keller, 2.
brand equity (X.
, measured by brand awareness, perceived quality, brand association, and brand loyalty.
and product innovation (X.
, with indicators including transactional interest, referential interest, preferential interest, and exploratory The results of the study indicate that promotional strategies, brand equity, and product innovation have both partial and simultaneous .
effects on the purchase intention of nata de coco MSME products in North Minahasa Regency.
Keywords:
Received:
Brand Equity.
Product Innovation.
Promotional Strategy.
Purchase Intention.
Revised:
Accepted:
Available online:
Suggested citations:
Mandey.
Kalawat Lengkong.
, & Kandou.
A development model of promotional strategy, brand equity, and product innovation influencing purchase intention: A case study of nata de coco MSMEs in North Minahasa Regency.
Indonesia.
International Journal of Community Service, xx .
, xx-xx.
DOI: 10.
55299/ijcs.
INTRODUCTION
North Sulawesi is the second-largest coconut producer in Indonesia, and every part of the coconutAitrunk, leaves, fruit, and waterAioffers significant benefits to Corresponding Author Name: Silvya Lefina Mandey.
Affiliation: Universitas Sam Ratulangi.
Department of Economics and Business.
Email: emkaindococo@gmail.
Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou Coconut water, once considered waste, has been innovatively processed into a popular product known as nata de coco.
A common issue in nata de coco production is the length of the fermentation process.
Prolonged fermentation of coconut water often leads to the formation of a white layer on the surface, which can weaken the quality of nata de coco In North Minahasa Regency, small-scale nata de coco enterprises face several challenges: limited product variety .
nly one flavo.
, low production capacity despite high market demand, and an abundant supply of coconut water waste due to the vast coconut plantations in the area.
These conditions suggest the need for collaboration with local communities to establish new nata de coco enterprises and to expand business opportunities.
To enhance the quality of nata de coco to meet export standards, attention must be paid to several influencing factors, including raw and supplementary materials, processing methods, and post-harvest handling.
Research on small-scale nata de coco businesses has identified the use of nitrogen sources and natural/organic materials to produce high-quality nata de coco, including the implementation of Aufood gradeAy material models (Mandey et al.
, 2.
In todayAos competitive business landscape, producersAiparticularly MSMEs (UMKM) engaged in nata de coco production in North MinahasaAimust go beyond product functionality and focus on strategic marketing.
Key challenges include ineffective promotion, lack of brand equity, and minimal product innovation, all of which influence consumer purchase intentions.
To address these issues, this study analyzes whether promotional strategies, brand equity, and product innovation significantly influence consumer purchase intention toward MSME nata de coco products in North Minahasa.
Specifically, this study aims to examine the simultaneous and partial effects of these three variables on purchase intention.
The main issue faced by nata de coco MSMEs in North Minahasa is the absence of well-implemented promotional strategies, underdeveloped brand equity, and product innovations that are not yet effectively communicated through social or mass media to stimulate consumer interest.
The urgency of this research lies in the need to develop marketing strategies that can expand market share and serve as a potential national model and flagship product of Universitas Sam Ratulangi (Unsra.
There are approximately two active small business groups that produce nata de coco in the Thise study used an associative method involving two or more variables to identify relationships between them.
Sampling was conducted using purposive sampling, which, according to Sugiyono .
, is based on specific criteria deemed relevant by researchers.
By applying a model that incorporates promotional strategy, brand equity, and product innovation, producers are expected to better meet consumer needs and preferences, leading to higher customer satisfaction and stronger purchase intention.
Ultimately, the development of innovative marketing strategies is essential to attract new customers and strengthen the UMKM nata de coco product International Journal of Community Service, 5 .
, 2026, pp.
| 195
METHODS
Type of Research This study analyzes the development model of promotional strategy (X.
, brand equity (X.
, and product innovation (X.
and their influence on purchase intention (Y) among consumers in North Minahasa Regency.
Thise studyemployed causal associative research, which aims to predict and examine the relationships and effects between independent and dependent variables.
Data Sources Primary Data: Collected through questionnaires distributed to selected Secondary Data: Obtained from literature, previous research, and related documentation relevant to MSME product development and marketing strategies.
Research Object This study focuses on Micro.
Small, and Medium Enterprises (MSME.
producing nata de coco in North Minahasa Regency.
These businesses represent a sector within the local creative economy that utilizes coconut water, a by-product often considered waste, as a raw material.
Population and Sample Population: According to Sugiyono .
, the population is a generalization region consisting of objects or subjects that have certain qualities and characteristics determined by the researcher to be studied and conclusions drawn.
Sample: According to Sugiyono .
, a sample is part of the number and characteristics possessed by the population.
This study used non-probability sampling with a purposive sampling technique, where samples were chosen based on specific The total sample size in this study was 100 respondents, representing consumers who purchased nata de coco products in North Minahasa Regency.
Respondent Characteristics Respondents were reached through an online survey using Google forms.
The majority age group was between 21 and 23 years old .
%), followed by 17Ae20 years .
%) and 24Ae27 years .
%).
Respondents were primarily domiciled in Bahu .
%), with others spread across Kleak.
Airmadidi.
Malalayang.
Tomohon, and other areas of Manado.
Most respondents were familiar with nata de coco products, and 88% of those who had purchased the product deemed it suitable for consumption and recomenddet it.
Instrument Testing Validity Test: All item indicators were tested using Corrected Item-Total Correlation and were found to be valid, with r-values exceeding the r-table value of Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou Reliability Test: Cronbach's alpha values for all variables exceeded 0.
6, confirming that the instruments are reliable: Promotional Strategy: 0.
Brand Equity: 0.
Product Innovation: 0.
Purchase Intention: 0.
Data Analysis Techniques Data analysis was conducted using SPSS version 26, employing the following Classical Assumption Tests:
The diagnostic phase of the analysis began with verifying the fundamental assumptions of the linear model.
A Normality Test confirmed that the data distribution followed a normal curve, while a Multicollinearity Test yielded tolerance values greater than 0.
10 and Variance Inflation Factor (VIF) values below 10, indicating no problematic redundancy between variables.
Furthermore, a Heteroscedasticity Test revealed no clear patterns within the scatterplot, suggesting a constant variance of With these assumptions satisfied.
Multiple Linear Regression Analysis was conducted to quantify the influence of X1.
X2, and X3 on the dependent variable.
The significance of these relationships was evaluated through two lenses: the t-test (Partial Tes.
was used to determine the unique individual effect of each independent variable, while the F-test (Simultaneous Tes.
was applied to evaluate the collective influence of all independent variables on the model as a whole.
Coefficient of Determination (R.
: This indicates that 54.
3% of the variance in purchase intention is explained by promotional strategy, brand equity, and product
RESULTS AND DISCUSSION
Results The Influence of Promotional Strategy.
Brand Equity, and Product Innovation on Purchase Intention Promotional Strategy for Nata de Coco Products Promotional strategies are essential to ensure that the products offred are well recognized by the public.
According to Belch .
, promotions play a vital role in marketing.
An effective promotional strategy can be the key difference between the success and failure of a product or brand in a highly competitive market.
Brand Equity Brand equity represents consumers perceptions and responses toa particular brand.
It encompasses the overall value that a brand contributes to a product or service from the consumers perspective.
Product Innovation International Journal of Community Service, 5 .
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Product innovation is closely linked to the introduction of new product line s.
Continuous innovation within a company is a fundamental necessity that can create competitive advantage.
noted by Utaminingsih .
, innovation is a critical managerial function that determines superior business performance.
Purchase Intention Purchase intention reflects consumer behavior triggered by external factors, leading consumers to make purchase decisions based on personal characteristics and the decision-making process.
This signifies the desire or willingness of consumers to buy a product (Bukhari et al.
, 2.
Community Engagement Activities for Nata de Coco "Monic" The following outreach and training activities were conducted as part of this Dissemination of information to both consumers who have and have not previously consumed Nata de Coco "Monic" through local family Conducting workshops and training sessions for beginner and intermediate-level MSMEs in North Sulawesi.
Providing educational outreach through religious organizations, including members of the parish of St.
Antonius de Padua in Airmadidi Subdistrict.
North Minahasa Regency, as well as community outreach to mothers' groups (PKK) in Malalayang I Barat.
Environment Vi.
Research Object Nata de Coco is a food product made from fermented coconut water using acetic acid (AA).
It is widely known in Indonesia and is commonly consumed as a refreshing dessert, cocktail ingredient, or drink, often served in a jelly like form (Mandey et al, 2.
Beyond its culinary appeal.
Nata de Coco production is part of the creative economy, as it utilizes coconut water a by-product that is often discarded by coconut vendors as its main raw This innovation has attracted many MSMEs to engage in the production and marketing of nata de coco.
In particular.
MSMEs in North Minahasa Regency have started producing and marketing this product, recognizing its promising potential.
Despite the existing competition, proper business management enables Nata de Coco enterprises to remain competitive in the market.
Respondents This research was conducted online using a Google Form questionnaire distributed to the target respondents.
The study involved Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou 100 respondents, representing consumers who had previously purchased Nata de Coco products in North Minahasa Regency.
Respondent Characteristics Table 1.
Respondent Age Distribution Age Range 17Ae20 21Ae23 24Ae27 Total Number of Respondents Percentage The majority of respondents were aged 21Ae23 years, accounting for 64% of the total, followed by 21% in the 17Ae20 age group and 15% in the 24Ae27 age group.
Table 2.
Respondent Area of Residence:
Area Bahu Kleak Airmadidi Malalayang Tomohon Sario Tuminting Karombasan Teling Tondano Dimembe Paal 2 Total Number of Respondents Percentage Based on the data above, the highest number of respondents came from Bahu, making up 32% of the total sample size.
Additionally, more respondents were familiar with the nata de coco product than those who had previously purchased it.
However, among the 88% of respondents who had purchased Nata de Coco, the majority stated that the product was suitable for consumption and would recommend it to other potential consumers.
Validity Test Validity testing refers to the degree to which the data collected accurately reflects the real conditions of the research object.
According to Sugiyono .
, valid data are consistent with the actual state of the object being studied.
International Journal of Community Service, 5 .
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Table 3.
Validity Test Results for Each Variable Indicator:
Variable Indicator Promotional Strategy Brand Equity Product Innovation Purchase Intention Corrected Item-Total Correlation r-Table Conclusion Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Based on the table above, all variables have corrected item-total correlation values greater than the r-table value of 0.
256, indicating that all measurement items were valid.
Reliability Test Reliability testing was used to assess the consistency of respondents answers to the questionnaire items.
According to Ghozali .
, an instrument is considered reliable if the Cronbach's alpha coefficient is greater than 0.
A reliable instrument yields consistent results when it is used repeatedly.
Table 4.
Reliability Test Results Based on CronbachAos Alpha Variable Promotional Strategy Brand Equity Product Innovation Purchase Intention CronbachAos Alpha Conclusion Reliable Reliable Reliable Reliable The table shows that all variables have Cronbach's alpha values above 0.
Therefore, the research instrument was considered reliable for data Classical Assumption Testing Normality Test Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou A normality test was conducted to assess whether the residuals of the regression model were normally distributed.
This was evaluated using a Normal PAeP Plot of the regression standardized residuals, as shown in Figure 1.
Figure 1.
Normal PAeP Plot of Regression Standardized Residual Normal P-P Plot of Regression Standardized Residual Dependent Variable: Purchase Intention Expected Cum Prob Observed Cum Prob The plot demonstrates that the data points are closely aligned with the diagonal line, indicating that the residuals followed a normal There was no significant deviation from the line, and the spread of the data points appeared to be balanced on both sides.
Thus, it can be concluded that the assumption of normality was met in this regression model.
Multicollinearity Test A multicollinearity test was conducted to determine whether there was a strong correlation between the independent variables in the regression model.
This was evaluated using tolerance and variance inflation factor (VIF) values.
The results are shown in Table 5.
Table 5.
Multicollinearity Test Results Model (Constan.
Promotional Strategy Coefficientsa Standardize Unstandardized Coefficients Coefficients Std.
Error Beta Sig.
Collinearity Statistics Tolerance VIF International Journal of Community Service, 5 .
, 2026, pp.
Brand Equity Product
Innovation Dependent Variable: Purchase Intention
| 201
Based on the table above, the following interpretations can be made:
For the variable Promotional Strategy, the tolerance value was greater 10 .
, and the VIF value was less than 10 .
, indicating that the variable was free from multicollinearity.
For the variable Brand Equity, the tolerance value was greater than 0.
, and the VIF value was less than 10 .
, indicating that the variable was free from multicollinearity.
For the variable Product Innovation, the tolerance value was greater 10 .
, and the VIF value was less than 10 .
, indicating that the variable was free from multicollinearity.
Heteroscedasticity Test Aheteroscedasticity test was conducted to determine whether there was a systematic variance in the residuals of the regression model.
This was evaluated using a scatter plot of the residual valuesFigure 2.
Figure 2.
Scatterplot of Regression Standardized Predicted Value vs.
Regression Studentized Residual.
Scatterplot Dependent Variable: Purchase Intention Regression Studentized Residual Regression Standardized Predicted Value Based on the scatterplot, the residual points appeared to be randomly scattered and did not form any clear or systematic pattern.
This indicates that heteroscedasticity was not present in the model thus, the assumption of homoscedasticity was fulfilled.
Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou Multiple Linear Regression Analysis Hypothesis testing was performed using multiple linear regression This analysis was performed to examine the relationship between the independent and dependent variablesAiwhether the relationship was positive or negativeAibased on the values found in the Unstandardized Coefficients column .
enoted by B value.
Table 6.
Coefficients of Multiple Linear Regression Analysis Coefficientsa Standardize Unstandardized Coefficients Coefficients Std.
Error Beta Model (Constan.
Promotional Strategy Brand Equity Product Innovation Dependent Variable: Purchase Intention Sig.
Based on the table above, the multiple linear regression equation can be constructed using the B coefficient column.
The resulting regression model from this study is as follows:
Y = 1.
175XCA 0.
204XCC 0.
482XCE
The regression coefficient for Promotional Strategy (XCA) is 0.
indicatinges a positive relationship with Purchase Intention (Y).
This means that if Promotional Strategy increases by one unit.
Purchase Intention will also increase by 0.
175 units, assuming all other variables remain constant.
The regression coefficient for Brand Equity (XCC) was 0.
204, suggesting a positive influence on Purchase Intention.
An increase of one unit in Brand Equity is expected to raise Purchase Intention by 0.
204 units, holding the other variables constant.
The regression coefficient for Product Innovation (XCE) is 0.
reflecting a positive impact on Purchase Intention.
This implies that a one-unit increase in Product Innovation results in a 0.
482 unit increase in Purchase Intention, assuming the other variables remain constant.
Partial Test .
-Tes.
A t-test was used to determine the individual influence of each independent variable on the dependent variable.
According to Ghozali .
, the decision-making criteria are as follows International Journal of Community Service, 5 .
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The significance value was compared with a probability level of 0.
The null hypothesis (HCA) was accepted if the significance value was greater than 0.
05, and the alternative hypothesis (HC.
was accepted if the significance value was less than 0.
The calculated t-value .
is compared with the critical t-table value (Ttabl.
HCa is accepted if Tcount > Ttable, and HCA is accepted if Tcount < Ttable.
Using a significance level of 5% ( = 0.
and degrees of freedom calculated as df = n Oe k Oe 1 = 100 Oe 3 Oe 1 = 96 The corresponding t table value is 1.
Refer to Table 6 for the coefficients and t-values.
The interpretations are as For the variable Promotional Strategy (XCA), the calculated t-value is 928, which is greater than the ttable value of 1.
The significance value was 0.
000, which was less than 0.
Therefore.
HCA is accepted, indicating that Promotional Strategy (XCA) has a significant effect on Purchase Intention (Y).
For the variable Brand Equity (XCC), the calculated t-value is 3.
which is greater than the t table value of 1.
The significance value 001, which was less than 0.
Thus.
HCC is accepted, indicating that Brand Equity (XCC) significantly affects Purchase Intention (Y).
For the variable Product Innovation (XCE), the calculated t-value is 701, which exceeds the t table value of 1.
The significance value is 000, which is again below 0.
Hence.
HCE is accepted, confirming that Product Innovation (XCE) significantly influences Purchase Intention (Y).
Simultaneous Test (F-Tes.
The F-test was used to determine whether all independent variables in the regression model simultaneously influenced the dependent variable.
According to Ghozali .
, the F-test helps to assess whether the regression model as a whole is statistically significant.
The F-value was calculated using SPSS Statistics version 26.
The calculated F-value (Fcoun.
is then compared to the critical value Ftable at a 5% significance level ( = 0.
using the following decision criteria:
If Sig.
< 0.
05 or Fcount > Ftable, then the independent variables simultaneously influence the dependent variable.
If Sig.
> 0.
05 or Fcount < Ftable, then the independent variables do not simultaneously influence the dependent variable.
The critical value Ftable was determined using:
Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou Degrees of freedom: dfCA = k = 3 .
umber of independent variable.
dfCC = n Oe k = 100 Oe 3 = 97 From the F-distribution table at = 0.
Ftable = 2.
The results of the data analysis using SPSS Statistics version 26 are presented in the following table:
Table 7.
F-Test analysis ANOVAa Sum of Model Squares Mean Square Sig.
Regression Residual Total Dependent Variable: Purchase Intention Predictors: (Constan.
Product Innovation.
Promotion Strategy.
Brand Equity Based on the results presented in the table above, the significance value for the influence of Promotional Strategy (XCA).
Brand Equity (XCC), and Product Innovation (XCE) on Purchase Intention (Y) is 0.
000, which is less than the threshold of 0.
Additionally, the Fcount value is 991, which is greater than the Ftable value of 2.
991 > 2.
Therefore, it can be concluded that HCE is accepted, indicating that Promotional Strategy.
Brand Equity, and Product Innovation have a simultaneous positive and significant effect on Purchase Intention.
Coefficient of Determination and Correlation (RA) Test To determine the strength of the relationship between the independent and dependent variables, a coefficient of determination (RA) test was This test measures the proportion of variance in the dependent variable that can be explained by independent variables in the regression model.
In this study, the independent variables are Promotional Strategy (XCA).
Brand Equity (XCC), and Product Innovation (XCE), while the dependent variable is Purchase Intention (Y).
The RA value is important for evaluatinge the overall goodness-of-fit of the A higher RA value indicates that a greater proportion of the variance in the dependent variable is explained by the model.
The results of the RA and Adjusted RA values are presented in Table 8.
Table 8.
F-Test analysis Model Summaryb International Journal of Community Service, 5 .
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Adjusted R Model R Square Square Std.
Error of the Estimate Predictors: (Constan.
Product Innovation.
Promotion Strategy.
Brand Equity Dependent Variable: Purchase Intention Based on the table above, the coefficient of determination (RA) is 0.
This indicates that the independent variablesAiPromotional Strategy (XCA).
Brand Equity (XCC), and Product Innovation (XCE)Aisimultaneously 3% to the variation in the dependent variable.
Purchase Intention (Y).
The remaining 45.
7% .
% Oe 54.
3%) were influenced by other factors or variables not included in this study.
Discussion The Influence of Promotional Strategy.
Brand Equity, and Product Innovation on Purchase Intention The results of the simultaneous F-test show that the variables Promotional Strategy (XCA).
Brand Equity (XCC), and Product Innovation (XCE) have a significance value of 0.
000 in relation to Purchase Intention (Y).
This means that the coefficients for these variables are statistically significant, as the significance values are less than 0.
In addition to analyzing the significance .
value, the F-test can be interpreted by comparing the calculated F-value (Fcoun.
with the critical F-table value (Ftabl.
According to the decision rule, if Fcount > Ftable, the research hypothesis is accepted.
In this case.
Fcount was greater than Ftable, indicating that the hypothesis was supported.
Therefore, it can be concluded that Promotional Strategy.
Brand Equity, and Product Innovation have a simultaneous and significant influence on Purchase Intention.
This highlights the effectiveness of these three factors in shaping consumer buying behavior particularly for MSMEs (Micro.
Small, and Medium Enterprise.
The findings affirm that these strategies are crucial tools for entrepreneurs aiming to grow their businesses and achieve higher levels of success.
The Influence of Promotional Strategy on Purchase Intention Based on the results of the t-test analysis, the variable Promotional Strategy shows a t-value greater than the critical t-table value, and its significance level is below 0.
This indicates that Promotional Strategy has a significant influence on Purchase Intention.
This finding confirms that marketers currently consider the development of promotional strategies as one of the most effective tools to attract potential consumers.
For micro, small, and medium enterprises (MSME.
, the implementation of well-crafted promotional strategies can significantly assist in marketing their products.
Promotional activities are .
Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou believed to capture consumer attention through creativity and uniqueness, whereas consumer trust in the quality of the promoted product plays a vital role in influencing purchasing decisions.
Therefore, it can be concluded that Promotional Strategy has a significant and positive effect on consumer Purchase Intention.
The Influence of Brand Equity on Purchase Intention Based on the results of the t-test analysis for the variable Brand Equity, the calculated t-value was greater than the critical t-table value, and the significance level was below 0.
This indicates that Brand Equity has a significant influence on Purchase Intention.
This finding demonstrates that increasing brand equity is an effective marketing strategy for influencinge both customer purchase intention and MSME entrepreneurs must understand the importance of brand strength, as it ultimately enhances customersAo desire to repurchase As brand equity increases, it becomes easier to influence customers' perceptions of a product, which in turn affects their purchase High brand equity is perceived as an added value by customers, potentially leading to increased sales.
Thus, it can be concluded that Brand Equity significantly influences Purchase Intention.
The Influence of Brand Equity on Purchase Intention Based on the results of the t-test analysis for the variable Product Innovation, the calculated t-value was greater than the critical t-table value, and the significance level was below 0.
Therefore, it can be concluded that Product Innovation has a significant influence on Purchase Intention.
This finding confirms that product innovation is crucial for business actors, particularly MSMEs.
By improving both existing and new products, businesses can maintain product consistency and introduce new variants to prevent consumer fatigue with their current offerings.
Moreover, product innovation is considered a key factor influencing consumer buying interest.
Consumers tend to compare products before making a purchase decision, especially against competitorsAo offerings.
Hence, product innovation is expected to enhance consumer appeal and increase purchase intentions.
In conclusion.
Product Innovation significantly influences Purchase Intention.
Please check all drawings in your journal, both on screen and printed versions.
When examining a printed version of an image, en sure that .
the colors have sufficient contrast, .
the image is clear enough, and .
all labels on the image are International Journal of Community Service, 5 .
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CONCLUSION
This study confirms that Promotional Strategy.
Brand Equity, and Product Innovation have a simultaneous and partial significant influence on Purchase Intention toward Nata de Coco MSME products.
Survey results showed that 100% of respondents were aware of Nata de Coco products, with 88% having purchased and 12% recognizing the product without having made a purchase.
These insights highlight the strong presence of nata de coco in the minds of consumers, while also revealing untapped market potential.
Key findings include the following: Promotional Strategy.
Brand Equity, and Product Innovation collectively contribute to an increase in consumer Purchase Intention.
Each of these three variablesAiPromotional Strategy.
Brand Equity, and Product InnovationAi exerted an individual .
significant influence on Purchase Intention.
The coefficient of determination (RA) of 54.
3% indicates that more than half of consumersAo purchase decisions can be explained by the model developed in this study, while the remaining 45.
7% is influenced by other external factors not included in thise research.
These results emphasize the critical role of strategic marketing in consumer behavior, especially for MSMEs.
Although this study was conducted in North Minahasa, the model has broader applicability and may benefit other Nata de Coco MSMEs across Indonesia and internationally, providing a replicable framework for enhancing marketing effectiveness.
Based on these findings, the following recommendations are made:
Promotional strategies should be consistently enhanced, particularly through digital marketing and social media platforms to engage a wider audience and increase product visibility.
MSMEs must continue to strengthen their brand equity by cultivating trust, consistency, and positive brand associations to foster loyalty and repeat purchase.
Ongoing product innovationAithrough new variants, improved quality, and attention to evolving consumer preferencesAishould be prioritized to maintain customer interest and distinguishs the brand in competitive markets.
In conclusion, the integration of promotional strategy, brand equity, and product innovation not only improves consumers purchase intention but also offers a practical roadmap for MSMEs to scale their business successfully and sustainably in both local and global markets.
Funding Statement This research was financially supported by the Public Service Agency Budget Implementation List (Daftar Isian Pelaksanaan Anggaran Badan Layanan Umum.
DIPA-BLU) with the following grant reference number: SP DIPA-023.
677519/202
Ethical Compliance All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and .
Silvya Lefina Mandey.
Victor Paskah Kalawat Lengkong.
Jenny Emma Agustin Kandou the 1964 Helsinki Declaration and its later amendments or comparable ethical Data Access Statement The data supporting the findings of this study are available upon request from the corresponding author.
Owing to privacy concerns, the data are not publicly available.
Conflict of Interest declaration The authors declare that they have no affiliations or involvement with any organization or entity with any financial interest in the subject matter or materials discussed in this manuscript.
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