Pengaruh Inovasi Produk dan Saluran Distribusi Terhadap Peningkatan Penjualan pada UMKM Anyaman Besek di Desa Prambon
DOI:
https://doi.org/10.55606/jurima.v6i2.7339Keywords:
product innovation, distribution channels, sales improvement, besek weaving SMEs.Abstract
This study aims to determine the influence of product innovation and distribution channels on sales improvement in besek weaving SMEs in Prambon Village, Tugu District, Trenggalek Regency. This research is quantitative research with an associative approach. The population in this study consisted of all besek weaving craftsmen totaling 200 SMEs. The sampling technique used probability sampling with a random sampling method, resulting in 133 respondents determined using the Slovin formula. Data collection techniques were conducted through questionnaires and observations. Data analysis used multiple linear regression with the assistance of the SPSS program.The results of the study indicate that product innovation has a positive and significant effect on sales improvement. Distribution channels also have a positive and significant effect on sales improvement. In addition, product innovation and distribution channels simultaneously have a positive and significant effect on sales improvement in besek weaving SMEs in Prambon Village, Tugu District, Trenggalek Regency. Therefore, product innovation and distribution channels are important factors in increasing sales and sustaining SME businesses.
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