1ABSTRACT

Muhammad Nur Irfan (2024). The Effect of Electronic Payment Method and Product Innovations On The Purchase Decision of The Consumers (Study on the Consumers of Kopi Besi And Lazyman Burger Banjarmasin). Supervisor: Widyarfendhi

The research aims to determine the effect of electronic payment method and product innovations on business success. This research conducted to (1) analyze the influence of electronic payment method on the purchase decision of consumers; and (2) analyze the influence of product innovations on the purchase decision of consumers.

The research is using quantitative research. Primary data obtained through questionnaires that given to respondents. The samples that used of the research are 100 random consumers of Café Kopi Besi and Lazyman Burger. Data were processed by inner and outter model analysis with SmartPLS 4.0 program.

The results of this research prove that: (1) electronic payment method has no positive and significant effect on the purchase decision of consumers; and (2) product innovations has a positive and significant effect on the purchase decision of consumers.

Keywords: Electronic Payment Method, Product Innovations, Purchase Decision of The Consumers, SME.