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PENGGUNAAN MEDIA SOSIAL DAN INOVASI PRODUK DALAM MINAT BELI ABON JAMUR AILANI

Mustikasari, Indri (2018) PENGGUNAAN MEDIA SOSIAL DAN INOVASI PRODUK DALAM MINAT BELI ABON JAMUR AILANI. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Small and Medium Enterprises (SMEs) is one of the areas that provide a significant increase in Indonesia's economic growth. One area that has a unit of SMEs, especially the number of agroindustry is quite a lot, namely Malang. The fact indicates that the competition on job is more competitive. So every company must do product development or innovation and do the project in order to attract consumer interest. This study aims to find and describe the development of innovation product media as a Mushrooms Abon. Marketing media on Ailanifood purposes to know the impact of the role of the media social use as the Mushrooms Abon marketing in Ailanifood. Determining the location of research is done intentionally (purposive) that is in Ailanifood. The data findings are by using interviews, and share questionnaires to 58 respondents with data analysis methods by using partial least square analysis (PLS). The result of this research is showing the impact of social media on product innovation, and the impact of social media and product innovation on the consumer buying interest on Ailani Mushrooms Abon. Product innovation that has been done by Ailanifood is by making Mushrooms Abon with various tastes and marketing the product through social media such as YouTube, Instagram, Facebook, website, and WhatsApp by creating interesting content.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410210311013
Keywords: Social Media, Product Innovation, Buying Interest, PLS
Subjects: H Social Sciences > HC Economic History and Conditions
S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture and Animal Husbandry > Department of Agribusiness (54201)
Depositing User: Agung Gallant Setiabudi
Date Deposited: 13 Dec 2018 02:10
Last Modified: 13 Dec 2018 02:10
URI : http://eprints.umm.ac.id/id/eprint/41942

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