PENGARUH PEMASARAN DAN INOVASI TERHADAP BRANDING UMKM TAWANGMANGU

Abstract

The objectives of this study are: 1) to determine the influence of marketing on product branding innovation in Tawangmangu MSMEs, 2) to determine the branding innovation of Tawangmangu MSMEs in improving marketing quality, and 3) to determine the marketing strategies implemented by Tawangmangu MSMEs in improving branding quality. The data collection technique used a quantitative approach with a survey method, namely distributing questionnaires to MSMEs in Tawangmangu and customers, which were then processed using SPSS version 22. Data analysis was conducted using multiple linear regression to test the influence of marketing and innovation on MSME branding. The results of the multiple linear regression test indicate a significant influence between marketing and innovation. Marketing and innovation jointly influence branding because they have a Sig greater than 0.05.