Pengaruh Inovasi Produk Dan Promosi Terhadap Minat Beli Konsumen Pada Umkm Pedagang Souvenir Kerajinan Di Pasar Seni Sukawati

Abstract

The success of tourism in Bali reflects the large number of tourists who come to Bali. Therefore, there is a need for product innovation and good promotion of craft souvenirs. The purpose of this research is to determine the influence of product innovation and promotion on consumer buying interest. The research location is the Sukawati Art Market. The research sample was 120 respondents. The data analysis techniques used are Validity Test, Reliability, Classical Assumptions, Multiple Linear Regression, Determination Coefficient, t Test and f Test. Based on the research results, it was found that product innovation had a significant positive effect on consumer buying interest, promotion had a significant positive effect on consumer buying interest, product innovation and promotion had a significant positive effect on consumer buying interest. The suggestion in this research is that looking at the research results, craft souvenir traders at the Sukawati Art Market are expected to further improve the quality of their products so that they are better and craft souvenir traders at the Sukawati Art Market are expected to further increase promotions, whether by word of mouth or using social media.