RATNASARI, IVANA (2026) PENGARUH INOVASI PRODUK, KUALITAS LAYANAN, DAN DIGITAL MARKETING TERHADAP PENINGKATAN DAYA SAING USAHA MIKRO KECIL MENENGAH SEKTOR KULINER DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.
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Abstract
Ivana Ratnasari. 2026. The Influence of Product Innovation, Service Quality, and Digital marketing on Enhancing the Competitiveness of Culinary Micro, Small, and Medium Enterprises (MSMEs) in Madiun City. Undergraduate Thesis. Economic Education Study Program, Faculty of Teacher Training and Education, Universitas PGRI Madiun. Advisors: (I) Dr. Ramadhan Prasetya Wibawa, S.Pd., M.Pd. (II) Dr. Novita Erliana Sari, M.Pd. This study aims to determine the influence of product innovation, service quality, and digital marketing on the competitiveness of MSMEs in the culinary sector of Madiun City, both partially and simultaneously. A quantitative approach using a survey method was employed. The study population consisted of 2,089 culinary MSMEs in Madiun City, with a sample of 98 respondents determined using the Slovin formula. Data were collected via questionnaires and subsequently subjected to classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests. The data were then processed using multiple linear regression analysis with the aid of SPSS version 24 software. The results indicate that the data met all classical assumptions, making them suitable for regression analysis. Partially, product innovation did not significantly affect MSME competitiveness (significance value of 0.832 > 0.05), nor did service quality (significance value of 0.343 > 0.05). Conversely, digital marketing had a positive and significant effect on MSME competitiveness (significance value of 0.000 < 0.05). Simultaneously, product innovation, service quality, and digital marketing significantly influenced MSME competitiveness, with an F-test significance value of 0.001 (< 0.05). The Adjusted R-Square value of 0.136 indicates that the three independent variables explain 13.6% of the variation in MSME competitiveness, while the remaining 86.4% is influenced by factors outside the research model. Based on these findings, it can be concluded that digital marketing is the most influential factor in enhancing the competitiveness of culinary MSMEs in Madiun City. Although product innovation and service quality did not show a significant partial effect, all three variables contributed simultaneously to enhancing competitiveness; thus, their integrated application can support the strengthening of MSME competitiveness. Keywords: product innovation, service quality, digital marketing, MSME competitiveness.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | product innovation; service quality; digital marketing; MSME competitiveness. |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi |
| Depositing User: | IVANA RATNASARI IVANA |
| Date Deposited: | 10 Aug 2026 07:30 |
| Last Modified: | 10 Aug 2026 07:30 |
| URI: | http://eprint.unipma.ac.id/id/eprint/8699 |
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