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All Journal Studi Ilmu Manajemen dan Organisasi Jurnal Pengabdian West Science
Novia, Siti Arita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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Journal : Studi Ilmu Manajemen dan Organisasi

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Analisis Faktor Penentu Keberhasilan Pengembangan Produk Baru Liquid Organic Biofertilizer di PT XYZ Nazhirah, Afra; Shafira, Nabilla; Rialdi, Azzahra Putri; Novia, Siti Arita; Wulandari, Nindya
Studi Ilmu Manajemen dan Organisasi Vol. 6 No. 3 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v6i3.4913

Abstract

Purpose: The increasingly competitive fertilizer industry requires companies to pursue continuous product innovation. This study aims to evaluate the influence of product characteristics, sales promotion, and corporate reputation on the success of new product development (NPD) for Liquid Organic Biofertilizer (LOB) at PT XYZ. Methodology/approach: This study employed a quantitative approach using quota sampling involving 48 respondents who are consumers of the LOB product. Data were collected via questionnaires and analyzed using multiple linear regression analysis. Results/findings: The findings indicate that, simultaneously, product characteristics, sales promotion, and corporate reputation significantly affect NPD success. However, partially, only product characteristics have a positive and significant influence. Sales promotion and corporate reputation do not significantly impact NPD success. Limitations: The study's limitation lies in the sample size, which only includes 48 respondents and focuses on one company and one product type, limiting generalizability. Contribution: This study contributes to marketing and product development disciplines by highlighting the dominant role of product characteristics in NPD success in agribusiness. It offers strategic insights for business managers, especially in sustainable agriculture and organic product development.
Co-Authors Afra Nazhirah Lastri Anggi Fani Rialdi, Azzahra Putri Shafira, Nabilla