PENGARUH INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN HANDYCRAFTS PADA SENTRA KERAJINAN BAMBU MANGKUBUMI KOTA TASIKMALAYA
Abstract
Product innovation is one of the factors that will determine the development of the company and is a determining factor for consumer satisfaction. When a product is in accordance with the expectations and desires, consumers will feel satisfaction and it is possible for consumers to make repurchases and provide recommendations to other consumers about the products they purchased. Consumer satisfaction is also a major factor in winning the competition in the market, one of which is through innovative and quality products and competitive prices.
This paper aims to analyze the effect of product innovation on consumer satisfaction of handicrafts products at the Bambu Craft Center Mangkubumi, Tasikmalaya City. The method used in this research is a survey research method with a quantitative approach. The sample technique in this study used accidental sampling. Based on hypothesis testing using the t test shows the results of t count> t table, so that Ho is rejected and Ha is accepted. The result of the research states that the effect of product innovation on consumer satisfaction is high. Based on the test results, the coefficient of determination shows the magnitude of the influence of product innovation on consumer satisfaction of 56.1%, while the remaining 43.9% is influenced by other factors not included in this study. The value of the coefficient of determination shows that the independent variables in this study are able to influence the dependent variable in a large enough value.
Keywords: Innovation, Product, Customer Satisfaction
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