ANALISIS KREATIFITAS DAN INOVASI PENGUSAHA COFFEE SHOP SUBSEKTOR PENIKMAT KOPI DI PEKANBARU
Abstract
Riau Provincial Government focusing on working at creative eonomy to increase income, open up jobs and increase foreign exchange. Creative economy is considered to be one of the efforts to overcome poverty problem in Riau, which is culinary businesses, such as coffee shop. The trend of drinking coffee has become part of the lifestyle, especially the millennial generation to support their activities. To increase the competitiveness of coffee shop in Pekanbaru, creativity and innovation need to be increased in order to increase public buying interest. The number of respondents is 131 people who are coffee connoisseurs at 27 coffee shop in Pekanbaru that have a star rating above 3,5 and reviews above 100 at google.com. The sample collection technique uses Non Probability Sampling, while the sample selection uses purposive sampling. Data collection was carried out by distributing questionnaires, interviews, observation and documentation. Data processing uses SPSS version 21. The result of this study indicate that creativity and innovation have influence on consumer buying interest, where innovation is influenced by creativity.
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DOI: https://doi.org/10.33758/mbi.v14i12.681
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