JMI - Journal of Management and Informatics - Vol. 1 Issue. 3 (2022)

THE EFFECT OF INNOVATION ON F&B MMSMEs IN MALANG CITY

Dian Candra Dewi, Sudarmiatin Sudarmiatin, Agus Hermawan,

Abstract

The purpose of this study was to examine the effect of marketing innovation, product innovation, and cafe atmosphere on purchasing decisions in F&B MSMEs. The sampling technique used was purposive sampling. The research uses qualitative methods with a descriptive approach and quantitative methods in data processing for hypothesis testing. Hypothesis testing uses a structural regression approach with Smart-PLS 3.0 software using the t-test at a significance level of 5%. The choice of software is because this study uses path analysis with a sample size of 75 F&B MSMEs consumers in Malang City