EKSPLORASI MINAT BELI KONSUMEN TERHADAP MORINGA COOKIES: PERAN USER INTERFACE, PERSEPSI KUALITAS PRODUK, DAN INOVASI PRODUK

This research aims to examine the factors that influence consumer buying interest when buying Moringa Cookies products. This quantitative research was conducted in Pekalongan with 224 respondents from the general public who are interested in healthy food products taken using purposive sampling. The data was processed with SmartPLS 4.0 using Structural Equation Modeling (SEM). The results showed that User Interface has a positive and significant effect on Purchase Interest, Perceived Product Quality has a positive and significant effect on Purchase Interest, Product Innovation has no significant effect on purchase interest. To increase Moringa Cookies Purchase Intention, it is recommended to optimise UI on digital channels (for example, attractive and functional Instagram content management), emphasize transparency and proof of product quality through testimonials and educational content, and implement product innovation with a clear communication strategy to create urgency and confidence.