PENGARUH INOVASI DAN PEMASARAN TERHADAP KEPUASAN KONSUMEN PRODUK MINYAK SEREH MERAH PADA UD KARUNIA BARU DI KECAMATAN BAJAWA KABUPATEN NGADA

Abstract

This study aims to determine the effect of innovation and marketing on consumer satisfaction of red lemongrass oil products at UD Karunia Baru in Bajawa District, Ngada Regency. The research method used is an associative quantitative approach with data collection via questionnaires. The population in this study was 741 consumers who purchased red lemongrass oil during 2024–2025, with a sample size determined using Slovin's formula (e = 10%), resulting in 88 respondents. Data analysis techniques included validity test, reliability test, descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination (R2), t-test, and F-test using SPSS 23. Descriptive analysis results revealed consumer perception scores of 83.3% for Innovation (good), 84.0% for Marketing (good), and 88.7% for Consumer Satisfaction (very good). The multiple linear regression equation obtained was Y^=25.434+0.286X1​+0.194X2​. Partially, Innovation has a positive and significant effect on consumer satisfaction (tcount​=2.511;p=0.014<0.05). Marketing also has a positive and significant effect on consumer satisfaction (tcount​=1.998;p=0.049<0.05). Simultaneously, Innovation and Marketing significantly affect consumer satisfaction (Fcount​=8.049;p=0.001<0.05). The coefficient of determination (R2) is 0.159, indicating that innovation and marketing together explain 15.9% of consumer satisfaction, while the remaining 84.1% is influenced by other factors outside the study.

Keywords: Innovation, Marketing, Consumer Satisfaction, Red Lemongrass Oil, UD Karunia Baru.