THE IMPLEMENTATION OF PRODUCT QUALITY AND INNOVATION IN STRENGTHENING PURCHASE INTENTION AMONG CUSTOMERS OF HAUS BEVERAGE SHOP

Abstract

This study aims to examine how product quality and innovation contribute to consumers’ purchase intention at HAUS beverage outlets. The research employed a qualitative approach by collecting primary data through interviews and direct observation to obtain a deeper understanding of consumer perceptions and purchasing considerations. The findings indicate that consistent product quality, attractive product variety, and continuous innovation play an important role in encouraging consumer interest in purchasing HAUS beverages. Product quality is reflected in taste consistency, reliability, durability, product features, and visual appeal, while innovation is demonstrated through menu development and service strategies such as the mobile outlet concept known as “Huling” or Haus Keliling. The IFAS and EFAS analyses show that HAUS has strong internal advantages, particularly in product quality and innovation, as well as external opportunities such as rapid market growth and potential collaboration with other brands. However, several challenges remain, including relatively high prices, menu limitations, intense competition, and changing consumer preferences. Therefore, HAUS needs to strengthen product standardization, maintain quality consistency across outlets, and develop innovations that align with consumer needs. By optimizing its strengths and market opportunities, HAUS can improve customer satisfaction, increase purchase intention, and strengthen business sustainability in a competitive beverage industry.