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Pengaruh Inovasi Produk Terhadap Kinerja Pemasaran: Studi Kasus pada Brand Scarlett di Sashop Kota Gorontalo

Year: 2024

Type: article

Abstract: This research aims to analyze the influence of product innovation on marketing performance. The data used in this research is primary data, which was obtained from 85 respondents. This research uses Simple Linear Regression Analysis. The results of this research show that the Product Innovation Coefficient value is 1.401298 and the ρ (Prob) value for the variable is 0.0000. If the p-value is compared with the significance level, the p-value obtained is still smaller than the 0.01 significance level so that H0 is rejected. Thus, it can be concluded that Product Innovation has a positive and statistically significant effect on the Marketing Performance of the Scarlett Brand in Gorontalo City Sashop.

Source: Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah

DOI: 10.47467/alkharaj.v6i12.4846

Author: Aziza Al-Hasni

Institution: State University of Gorontalo

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: diamond

OpenAlex ID: W4404897206

FWCI:

Cites: 19

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Related to: 10