PENGARUH INOVASI PRODUK DAN STRATEGI PEMASARAN TERHADAP MINAT BELI KONSUMEN PADA INDUSTRI JAMBU METE DI KABUPATEN MUNA

https://doi.org/10.36441/mae.v6i2.1763

Authors

  • Muhdir Muhdir Universitas Muslim Buton
  • Sanusi Sanusi Universitas Muslim Buton
  • Rahyu Fatwa Universitas Muslim Buton
  • Ridwan Ridwan Universitas Muslim Buton

Keywords:

Inovasi Produk, Strategi Pemasaran, Jambu Mete

Abstract

Tujuan dari penelitian ini adalah untuk memahami bagaimana inovasi produk dan strategi pemasaran dapat mempengaruhi minat konsumen pada industri jambu mete di Kabupaten Muna. Penelitian menggunakan metodologi kuantitatif melalui beberapa langkah, antara lain: persiapan penelitian, observasi, wawancara, dokumentasi, dan analisis data. Analisis data menggunakan teknik regresif linier berganda. Hasil penelitian yang dikumpulkan melalui kuesioner dari sebanyak 50 responeden dengan usia 35-50 tahun menunjukkan bahwa inovasi produk dan strategi pemasaran berdampak signifikan terhadap jumlah pembelian jambu mete yang dibeli konsumen di Kabupaten Muna.

Author Biography

Muhdir Muhdir, Universitas Muslim Buton

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Published

2023-12-20

Issue

Vol. 6 No. 2 (2023): Management and Accounting Expose 2023

Section

Artikel
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