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THE ROLE OF CREATIVITY AND INNOVATION IN THE BEVERAGE AND FOOD INDUSTRY PRODUCTIVITY

Fajar Cahyo Utomo, Nino Nopriandi Saleh

Abstract


ABSTRACT

The goal of this research is to explain the role of creativity and innovation in food and beverage industry productivity. The samples that became the objects to achieve the research objectives were 99 food and beverage business units in Bekasi City. Data were collected using a questionnaire with a semantic Differential scale, and the regression model was tested. According to the findings of this study, creativity, and innovation play a role in productivity. Expertise and the ability to generate originality will boost the food/beverage industry's productivity. Productivity will rise as a result of more comprehensive marketing and innovation in the creation of items to sell.

ABSTRAK

Tujuan penelitian ini adalah untuk menjelaskan peran dari kreativitas dan inovasi terhadap produktivitas di industri makanan dan minuman. Untuk tercapainya tujuan penelitian sampel yang menjadi objek sebanyak 99 unit usaha makanan dan minuman di Kota Bekasi. Data diperoleh dengan menggunakan kuesioner dengan skala simantic differential kemudian dilakukan uji model regresi. Hasil penelitian ini menunjukkan bahwa kreativitas dan inovasi memiliki peran terhadap produktivitas. Keahlian dan kemampuan dalam menciptakan kreativitas maka produktivitas industri makanan/minuman akan meningkat. Inovasi dalam menciptakan produk barang yang akan dijual dengan melakukan pemasaran yang lebih meluas maka akan terjadi peningkatan produktivitas.

Keywords


Creativity; entrepreneurship; food and beverage; innovation; productivity; Kreativitas; industri makanan/minuman; inovasi; kewirausahaan; produktivitas

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DOI: 10.34203/jimfe.v9i2.8389

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