During the COVID-19 pandemic, most people experienced a decline in the income of tempe craftsmen. The size of the income of tempe craftsmen is influenced by many factors. However, it is alleged that the factors that are strongly suspected of influencing income during the Covid-19 pandemic are the factors that affect Covid-19 and the price of raw materials. This study aims to determine the direct effect of the variable on Covid-19 and the variable price of raw materials on the income variable of tempe craftsmen and its direct effect on the variable level of marketing difficulty. The location chosen in this study was determined intentionally, namely in Wanasaba Kidul Village, Talun District, Cirebon Regency. This research was conducted for five months in September 2021–January 2022. The design of this study was quantitative with a survey method. The sampling technique used a saturated sample of 31 respondents, while the data analysis used path analysis. The results of this study conclude that the Covid-19 policy variable has a direct effect of 0.205 and the price of raw materials has a direct effect of 0.199 on the income of tempe craftsmen and does not affect the level of marketing difficulty with regression coefficient values of 0.299 and 0.354. The results of this study provide recommendations to tempeh craftsmen to focus more on marketing strategies such as increasing prices or reducing product volume so that income remains stable during the Covid-19 pandemic.
Product innovation is the result of various processes that are combined and influence each other with the aim of improving consumer purchasing decisions. Through product innovation, it is hoped that consumers will continue to buy and be loyal, especially in the era of business competition. Therefore, research on product innovation becomes very important, especially for businesses that are currently booming throughout the country, namely the coffee shop business. This study aims to determine the variables that influence coffee shop product innovation in the city of Cirebon. The research was conducted in January-April 2022 and used a quantitative research design. The research method using survey techniques and the research population are coffee shop consumers in the city of Cirebon. The technique of determining the sample size is based on the loading factor number of 0.65 so that the number of samples is set at 70 respondents. The data analysis technique used the Structural Equation Model (SEM) instrument with the AMOS application. The results of the study conclude that the variable timing of innovation has a direct effect on coffee shop product innovation, while the variables of managerial competence, human resource competence, ownership of R & D facilities, and information system networks have no effect on coffee shop product innovation in the city of Cirebon. The results of this study are useful for coffee shop business actors in order to develop product innovations in order to win healthy business competition.
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