Analisis Komparasi Inovasi Produk, Kualitas Pelayanan, dan Kepuasan Pelanggan pada Industri Kreatif di Surabaya (Studi Kasus My Dream Goodies dan Unique Parcel)

Abstract

The creative industry plays a vital role in economic development, both digitally and
conventionally. In Surabaya, the creative industry has developed a lot, including My Dream
Goodies and Unique Parcel. These two companies are creative industries that produce
souvenir bags and custom merchandise for various events. At this time souvenirs is one of the
mandatory things that must be considered if you are going to make an event. The method in
this research is quantitative research and the type of comparative research. This study used a
research instrument in the form of a questionnaire. The sample and population are
respondents who know the product or have ordered MyDreamGoodies and Unique Parcel
products. The purpose of this study is to find out and analyze whether there are differences in
product innovation, service quality, and customer satisfaction between MyDreamGoodies
and Unique Parcel. The analytical method used is the Independent sample t-test. The results
showed significant differences in Product Innovation and Service Quality of
MyDreamGoodies and Unique Parcel. Meanwhile, on Customer Satisfaction, the results
show a value of 0.000 > 0.05, which means there is no significant difference between
MyDreamGoodies and Unique Parcel Customer Satisfaction.