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All Journal MANAJEMEN
Sri Herlina Aprilyana
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Computer Science & IT Economics, Econometrics & Finance Other

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PENGARUH INOVASI STRATEGI PEMASARAN TERHADAP KEPUASAN PELANGGAN: STUDI KASUS PADA UMKM KOPI JAGO Andreas Andreas; Sri Herlina Aprilyana; Keshya Amanda Putri; Miftahul Ulum; Timotius Bulu
MANAJEMEN Vol. 5 No. 1 (2025): MEI : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/manajemen.v5i1.1030

Abstract

This study aims to analyze the influence of marketing strategy innovation on customer satisfaction at the MSME "Kopi Jago." Amid increasingly intense business competition, marketing innovation has become a key factor in maintaining and enhancing customer loyalty. This research employs a quantitative method with data collected through questionnaires distributed to 50 respondents. The data analysis techniques used include validity testing, reliability testing, simple linear regression analysis, t-test, and coefficient of determination (R²) test, assisted by SPSS 25. The results indicate that marketing strategy innovation has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.778, indicating a strong positive relationship.. The significance value of 0.000 < 0.05 and the R² value of 0.405 indicate that marketing strategy innovation explains 40.5% of the variation in customer satisfaction. indicating that effective marketing innovations enhance customer satisfaction at Kopi Jago
Co-Authors Andreas Andreas Keshya Amanda Putri Miftahul Ulum Timotius Bulu