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Pengaruh Inovasi Dan Kreativitas Terhadap Kepuasan Konsumen Pada Umkm Di Kota Medan

Author

Listed:
  • Aditi, Bunga

    (Sekolah Tinggi Ilmu Ekonomi Harapan)

  • , HMHermansyur

Abstract

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh inovasi , kreativitas terhadap kepuasan konsumen di kota Medan, secara partial dan simultan terhadap kepuasan konsumen. yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah pembeli/konsumen di kota Medan dengan total sampel sebanyak 100 orang dengan menggunakan teknik simple random sampling, Kuesioner data yang digunakan adalah Regresi berganda. Hasil penelitian menunjukkan bahwa variabel inovasi dan kreativitas UMKM secara bersama-sama berpengaruh signifikan terhadap kepuasan konsumen. Dengan demikian, sebaiknya UMKM di kota Medan harus lebih berinovasi , dan berkreativitas dalam menghadapi persaingan UMKM.

Suggested Citation

  • Aditi, Bunga & , HMHermansyur, 2017. "Pengaruh Inovasi Dan Kreativitas Terhadap Kepuasan Konsumen Pada Umkm Di Kota Medan," INA-Rxiv ahxju, Center for Open Science.
    • Handle: RePEc:osf:inarxi:ahxju
    DOI: 10.31219/osf.io/ahxju
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