STRATEGI PEMASARAN, INOVASI PRODUK, DAN MINAT BELI UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM PADA PEDAGANG KAKI LIMA PAKAIAN BATIK DI MALIOBORO

Nurwahyudi, Muhammad Robi and Astuti, Mareta Windi STRATEGI PEMASARAN, INOVASI PRODUK, DAN MINAT BELI UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM PADA PEDAGANG KAKI LIMA PAKAIAN BATIK DI MALIOBORO. In: SEMINAR NASIONAL DAN CALL FOR PAPER 2021: Strategi Pemulihan UMKM Pasca Pandemi Covid-19. STIE Widya Wiwaha, Yogyakarta, pp. 318-341. ISBN 978-623-99100-0-6

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Text 19 (318-341) Muhammad Robi Nurwahyudi & Mareta Windi Astuti - STRATEGI PEMASARAN, INOVASI PRODUK, DAN MINAT BELI UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM PADA PEDAGANG KAKI LIMA PAKAIAN BATIK DI MALIOBORO.pdf Download (367kB) | Preview

Abstract

This study aims to find out and analyze (1) Marketing Strategy to improve marketing performance, (2) Product innovation to improve marketing performance, (3) Buying Interest to Improve MSME Marketing Performance at Batik Clothing Street Vendors in Malioboro. In this study, the research population refers to consumers who have bought batik clothes in Malioboro with a sample of 100 respondents using purposive sampling technique. Based on the research results, obtained the regression equation: Y = 2.170 + 0.314 X_1 + 0.254 X_2 + 0.355 X_3. Based on statistical data analysis, all indicators in this study are valid and reliable. The individual order of each influential variable is the marketing strategy variable with a regression coefficient of 0.314, followed by the product innovation variable with a regression of 0.254 and the last variable is buying interest with a regression coefficient of 0.355. This equation model has a calculated F value of 112,460 and a significance level of 0.000. This significance value is smaller than the dependent variable, namely marketing performance. The magnitude of the influence of the independent variable is seen from the value of the coefficient of determination (R2) of 0.778, which means that marketing strategy, product innovation, and buying interest have a positive influence on the marketing performance of MSMEs of 77.8%. Keywords: Marketing Strategy, Product Innovation, Purchase Interest, MSME Marketing Performance.

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