Pengaruh Inovasi Produk dan Strategi Pemasaran terhadap Kinerja Usaha Kuliner Kreatif

Selyndra, Alliyah Puteri
Nilamsari, Fitria Nur
Mahmud, Nadila Maulida
Az'zahra, Nazwa Amanda
Muvano, Nandha Narendra

TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Vol. 4 No. 2 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan

This study examines the influence of product innovation and marketing strategies on the business performance of creative culinary MSMEs. Increasing market competition requires MSME actors to continuously innovate and implement creative marketing strategies to enhance competitiveness and marketing performance. Various quantitative studies indicate that product innovation and marketing strategies have a positive and significant impact on business performance, both partially and simultaneously. Therefore, effective management of product innovation and marketing strategies is a key factor in achieving sustainable performance and competitive advantage for culinary MSMEs.