THE EFFECT OF DIGITAL ENTREPRENEURSHIP AND PRODUCT INNOVATION ON THE PURCHASE INTEREST OF SANGKURIANG LAYERED CAKE (CASE STUDY OF THE COMMUNITY IN BOGOR CITY)

Abstract

This study aims to analyze the influence of digital entrepreneurship and product innovation on buying interest in Sangkuriang Layer Cake in Bogor City. In the era of globalization and rapid development of information technology, it is important for local business actors to understand market dynamics and consumer preferences, especially among the younger generation. The research method used is quantitative with data collection through questionnaires distributed to 100 respondents. The results of the analysis show that all independent variables, namely content-based business, Community-Based Business, online store, matchmaking business, promotion business, and product innovation, have a positive and significant influence on buying interest. In particular, Content-Based Business and product innovation show a strong influence in attracting consumer interest. This study provides recommendations for Kue Lapis Sangkuriang to continue optimizing digital marketing strategies and product innovations to increase product appeal and sales in an increasingly competitive market. The results of this study are expected to be a reference for local entrepreneurs in planning effective and sustainable marketing strategies.