PENGARUH INOVASI PRODUK DAN PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI UMKM KERAJINAN TENUN IKAT MEDALI MAS KOTA KEDIRI
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Abstract
Woven fabrics are an important part of Indonesia's cultural heritage, not only as textile products but also as symbols of local art and identity. UMKM Ikat Weaving Craft Medali Mas in Kediri City is one of the businesses that preserves this tradition. However, tight market competition and changes in consumer preferences require innovation to remain relevant. Product innovation, both in terms of design and production techniques, is considered an important element to maintain market share and attract new consumers. This study aims to analyze the effect of product innovation and consumer preferences on purchasing decisions at UMKM Ikat Weaving Craft Medali Mas in Kediri City. The analysis techniques used are validity test, reliability test, classical assumption test, multiple regression analysis, t test, F test, determination coefficient test. The sample in this study was 96 people and used incidental sampling. The results of the study on the UMKM of Ikat Weaving Crafts of the Gold Medal in Kediri City showed that product innovation (X1) partially had a significant effect on purchasing decisions (Y) with a sig-t value of 0.034 <0.05 and tcount> ttable, which was 2.156> 1.985, consumer preference variables (X2) partially had a significant effect on purchasing decisions (Y) with a sig-t value of 0.000 <0.05 and tcount> ttable, which was 7.945> 1.985, and product innovation variables (X1) and consumer preferences (X2) simultaneously had a significant effect on purchasing decisions (Y) with a sig-F value of 0.000 <0.05 and Fcount> Ftable, which was 49.604> 2.70
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