Pengaruh Inovasi Produk Terhadap Kepuasan Pelanggan Pada Usaha Mikro, Kecil Dan Menengah (UMKM) Blissfulnim
Abstrak
UMKM Blissfulnim bergerak di bidang penjualan pakaian jadi dan aksesori yang mengkombinasikan unsur K-Pop dengan tokoh politik. Meskipun inovasi produknya menarik perhatian masyarakat, Blissfulnim menghadapi tantangan dalam mempertahankan kepuasan pelanggan setelah Pemilihan Presiden usai, yang menyebabkan penurunan minat terhadap produk bertema politik. Penelitian ini bertujuan mengetahui dampak inovasi produk terhadap kepuasan pelanggan, termasuk pengaruh dimensi relative advantage, compatibility, dan observability. Dengan metode kuantitatif dan melakukan survei kepada 90 pelanggan Blissfulnim, analisis dilakukan menggunakan SEM-PLS dengan SMART PLS 4. Hasil menunjukkan bahwa compatibility dan observability berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sedangkan relative advantage tidak berpengaruh signifikan. Observability memiliki pengaruh paling kuat terhadap kepuasan pelanggan. Secara simultan, inovasi produk berpengaruh sebesar 32,1% terhadap kepuasan pelanggan, menunjukkan adanya variabel lain yang mempengaruhi sebesar 67,9%. Penelitian ini diharapkan mengembangkan teori inovasi produk dalam industri pakaian jadi, khususnya UMKM. Secara praktis, Blissfulnim perlu fokus pada compatibility dan observability produk mereka. Produk harus sesuai dengan gaya hidup pelanggan dan mengkombinasikan elemen K-Pop, serta mudah didapatkan dengan harga yang layak. Blissfulnim juga bisa menambah channel penjualan seperti Tokopedia dan Lazada. Kata Kunci-Inovasi Produk, Kepuasan Pelanggan, UMKM, SEM-PLS
Unduhan
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