PENGARUH PEMASARAN ONLINE DAN INOVASI PRODUK TERHADAP PENDAPATAN PELAKU UMKM KULINER DI KOTA SELONG KABUPATEN LOMBOK TIMUR

Nur  Aeda; Siti Naily Rosdiana Ahyani; salwa hayati

doi:10.55380/ngabari.v17i2.1069

Nur Aeda Universitas Islam Negeri Mataram
Siti Naily Rosdiana Ahyani Universitas Islam Negeri Mataram
salwa hayati Universitas Islam Negeri Mataram

DOI: https://doi.org/10.55380/ngabari.v17i2.1069

Keywords: Online Marketing, Product Innovation, Revenue

Abstract

This study aims to determine the effect of online marketing and product innovation on the income of culinary MSME actors in Selong City, East Lombok Regency. In this study, the research approach used is quantitative research. And this type of research uses the associative causality method. The sampling technique is simple random sampling. This study used 96 respondents. In conducting this study, researchers collected data by distributing questionnaires. The data analysis tool used is SPSS 29. The results of this study state the results of the T test that online marketing has a significant effect on the income of culinary MSME actors in Selong City, East Lombok Regency with a significance value of 0.003 less than 0.05. Furthermore, product innovation has a significant effect on the income of culinary MSME actors in Selong City, East Lombok Regency with a significance value of 0.001 less than 0.05. Online Marketing and Product Innovation affect income with a moderate correlation level, based on the results of the R square value of 0.370 or 37%.