ANALISIS PENGARUH INOVASI PRODUK DAN KEPERCAYAAN MEREK TERHADAP KINERJA PEMASARAN SUSU KENTAL MANIS CAP NONA DI KOTA AMBON

Abstract

ABSTRACT Analysis of the Influence of Product Innovation and Brand Trust on the Marketing Performance of Nona Brand Sweetened Condensed Milk in Ambon City. This study aims to determine and analyze the influence of product innovation (X1) and brand trust (X2) on marketing performance (Y). The sample size in this study consisted of 96 consumers of Nona brand sweetened condensed milk in Ambon city who purchased the product without prior planning, using purposive random sampling technique. The research utilized a questionnaire as the instrument, while data analysis used SPSS 21 software. Based on the analysis conducted, it was found that both independent variables significantly affected the dependent variable. It can be seen that the product innovation variable has a positive influence of 8.592 with a significance level of 0.000, and the brand trust variable has a positive influence of 6.178, with a significance level of 0.000. This means that 74.2% of marketing performance can be explained by product innovation variables (X1) and brand trust, while the remaining 25.8% of marketing performance is influenced by other variables not studied in this research.

Keywords: Product Innovation, Brand Trust, and Marketing Performance.