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All Journal Innovative: Journal Of Social Science Research
Arafah, Luthfi
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Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

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Pengaruh Inovasi Varian Rasa Terhadap Daya Tarik Dan Keunggulan Kompetitif UMKM Martabak Pecenongan 78 Arafah, Luthfi; Setiadi, Galih; Putri, Sabrina Huswatun Hasanah Delia; Purwanti, Rica Dwi; Nur’ilah, Siti
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.19665

Abstract

This study aims to analyze the effect of flavor variant innovation on customer appeal and competitive advantage of the SME Martabak Pecenongan 78. In the increasingly competitive culinary industry, product innovation is a key strategy to attract consumer attention and create business differentiation. This research adopts a quantitative approach using a survey method through questionnaires distributed to customers who have tried more than one martabak flavor variant. The data were analyzed using multivariate linear regression and T-tests with the assistance of SPSS software. The results indicate that flavor variant innovation significantly influences both consumer appeal and competitive advantage, both partially and simultaneously. These findings highlight that diverse and innovative flavors can enhance consumer interest, satisfaction, and the SME’s strategic market position. Therefore, continuous development of flavor innovations is essential as a core strategy to maintain customer loyalty and achieve sustainable business competitiveness.
Co-Authors Nur’ilah, Siti Purwanti, Rica Dwi Putri, Sabrina Huswatun Hasanah Delia Setiadi, Galih