ANALISIS DIFERENSIASI PRODUK DAN INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN PADA CV LIWET INSTAN 1001 DI KABUPATEN GARUT
- Prosiding Nasional
- Rahyuniati Setiawan, Tinneke Hermina, Acep Abdul Basit
- Prosiding Forum Manajemen Indonesia Ke-10 Tahun 2018
Abstrak
Competition in the food industry in the current of globalization, certainly encourages companies to
continue to create new innovations. The variables in this study are product differentiation, product innovation and customer satisfaction. Product differentiation is very important for the companys product strategy. Without product differentiation, the companys products will only become commodities. Product innovation by the company provides an important role for the continuity of sales activities through customers who remain satisfied with the innovation in the product. This research was carried out by distributing questionnaires to 96 consumer respondents from CV 1001 Instant Liwet rice in Garut Regency. The analytical tool used is multiple linear regression. The results of testing hypotheses can be concluded that there are effects of Product Differentiation and Product Innovation on Consumer Satisfaction. Keywords : diferensiasi produk, inovasi produk, kepuasan konsumen
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