PENGARUH INOVASI PELAYANAN, INOVASI PRODUK, KEPUASAN PELANGGAN TERHADAP DAYA SAING TOKO SERBA 35 DI ERA EKONOMI DIGITAL

SULISTIA LANI, NPM 2101100159 (2025) PENGARUH INOVASI PELAYANAN, INOVASI PRODUK, KEPUASAN PELANGGAN TERHADAP DAYA SAING TOKO SERBA 35 DI ERA EKONOMI DIGITAL. Tugas_Akhir(Artikel) Economics and Digital Business Review, 6 (2). pp. 1089-1120. ISSN 2774-2563 (e-ISSN)

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Abstract

Dalam kerangka ekonomi digital, penelitian ini bertujuan untuk menyelidiki cara-cara di mana kebahagiaan pelanggan, inovasi produk, dan inovasi layanan memengaruhi daya saing Toko Serba 35. Seratus pelanggan toko diberi kuesioner sebagai bagian dari metodologi penelitian kuantitatif yang menggunakan pendekatan survei untuk mengumpulkan data. SmartPLS digunakan untuk menganalisis data yang dikumpulkan. Hasil penelitian menunjukkan bahwa daya saing Toko Serba 35 dipengaruhi secara positif dan signifikan oleh inovasi layanan, inovasi produk, dan kebahagiaan pelanggan. Faktor utama dalam meningkatkan daya saing telah terbukti adalah kebahagiaan pelanggan, diikuti oleh kemajuan dalam layanan dan pengembangan produk. Penelitian ini menekankan nilai inovasi berkelanjutan dalam meningkatkan penawaran produk dan kualitas layanan sambil membangun hubungan klien yang langgeng. Toko Serba 35 disarankan untuk melanjutkan upaya inovasinya dan memanfaatkan teknologi untuk memperkuat keunggulan kompetitifnya dalam menghadapi ekonomi digital. Kata Kunci : Inovasi Pelayanan, Inovasi Produk, Kepuasan Pelanggan, Daya Saing ======================================================================== In the framework of the digital economy, this study aims to investigate the ways in which customer happiness, product innovation, and service innovation affect Toko Serba 35's competitiveness. One hundred store patrons were given questionnaires as part of a quantitative research methodology that used a survey approach to collect data. SmartPLS was used to analyze the gathered data. The results show that Toko Serba 35's competitiveness is positively and significantly impacted by service innovation, product innovation, and customer happiness. The main factor in increasing competitiveness has been shown to be customer happiness, followed by advancements in service and product development. This study emphasizes the value of continuous innovation in improving product offerings and service quality while cultivating long-lasting client connections. It is advised that Toko Serba 35 continues its innovation efforts and make use of technology to strengthen its competitive edge in light of the digital economy. Keywords : Service innovation, product innovation, customer satisfaction, competitiveness

Item Type: Article
Uncontrolled Keywords: Inovasi Pelayanan, Inovasi Produk, Kepuasan Pelanggan, Daya Saing=================Service innovation, product innovation, customer satisfaction, competitiveness
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 31 Jul 2025 02:54
Last Modified: 31 Jul 2025 04:11
URI: http://repository.ulb.ac.id/id/eprint/1611

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