THE SECRET TO THE SUCCESS OF WAYANG VILLAGE: INNOVATION, PROMOTION AND SERVICE QUALITY STRATEGIES TO INFLUENCE CONSUMER PREFERENCES IN PURCHASING SHADOW PUPPETS AT THE WAYANG VILLAGE, KEPUHSARI VILLAGE, MANYARAN, WONOGIRI

Widiastuti, Erni and Trisnowati, Juni and Firnanda, Destian and Manitra, Ramalina Ranaivo Mikea (2024) THE SECRET TO THE SUCCESS OF WAYANG VILLAGE: INNOVATION, PROMOTION AND SERVICE QUALITY STRATEGIES TO INFLUENCE CONSUMER PREFERENCES IN PURCHASING SHADOW PUPPETS AT THE WAYANG VILLAGE, KEPUHSARI VILLAGE, MANYARAN, WONOGIRI. Faculty of Economics and Business International Conference (FEBIC). pp. 964-977.

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Abstract

This research aims to determine the influence of innovation strategies, promotions and service quality on purchasing preferences for shadow puppets in Wayang Village, Kepuhsari Village, Manyaran Wonogiri District. The hypotheses in the research include: (1) innovation strategy has a significant effect on purchasing preferences for leather puppets in Wayang Village, Kepuhsari Village, Manyaran Wonogiri (2) Promotion has a significant influence on purchasing preferences for leather puppets in Wayang Village, Kepuhsari Village, Manyaran, Wonogiri, and (3 ) service quality has a significant effect on purchasing preferences for shadow puppets in Wayang Village, Kepuhsari Village, Manyaran, Wonogiri. The research method used is a quantitative research method using primary data and secondary data. The sample in this study consisted of 100 respondents. The sampling technique uses random sampling. The data collection method used in this research was by distributing questionnaires to respondents taken as samples. Data analysis used in this research is statistical tests which include instrument tests, multiple linear regression tests, t tests, F tests, and coefficient of determination tests. The results of the t test and F test show that innovation strategies, promotions and service quality have a significant effect on purchasing preferences for shadow puppets in Wayang Village, Kepuhsari Village, Manyaran Wonogiri District. The results of the coefficient of determination test show that innovation strategies (X1), promotion (X), and service quality (X3) have a contribution to the preference for purchasing shadow puppets in Wayang Village, Kepuhsari Village, Manyaran Wonogiri District, amounting to 61.2% while the remaining amount is 38.8 % is influenced by other factors such as: price, product availability, product image, and so on.

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