THE INFLUENCE OF MODERNIZATION AND PRODUCT INNOVATION ON SALES OF WOVEN FOLDING MAT INDUSTRY (CASE STUDY OF UD. ANUGRAH FOLDING MAT IN DAMPIT HAMLET, GEMPOLTUKMLOKO VILLAGE, SARIREJO DISTRICT, LAMONGAN REGENCY)

Abstract

This study aims to analyze the effect of modernization and product innovation on the sales of folding mats at UD. Anugrah. In an increasingly competitive business environment, companies are required to continuously adapt by implementing modern technology and innovating their products to maintain and increase sales. This research uses a quantitative approach through survey methods by distributing questionnaires to 45 respondents consisting of consumers and business partners of UD Anugrah. The independent variables in this study are modernization (X1) and product innovation (X2), while the dependent variable is sales (Y). Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with the help of SPSS software. The results show that both modernization and product innovation have a significant partial and simultaneous effect on the sales of folding mats. Therefore, implementing more efficient technology and improving product design and quality have proven to be effective in boosting sales performance at UD. Anugrah.