The Influence of Facilities and Innovation in Improving Consumer Satisfaction through Creativity in MSMEs Micro Handicraft Products in South Sulawesi Province

ABSTRACT : This study aims to explain and analyze the influence of facilities and innovation on consumer satisfaction through creativity to bridge the gap. The population in this study is buyers / consumers of MSMEs Micro Handicraft Products in South Sulawesi Province located in 6 districts / cities, among others Pangkep, Barru, Pare-Pare, Pinrang, Sidrap and Enrekang which amounted to 9,912 buyers / consumers. The samples used in this study, namely 250 respondents, using sampling probability techniques or multistage random sampling or determination of sampling clusters based on the division of an area / region in stages. The analysis technique used for hypothesis testing is Amos’s Ver,-23 structural equation modeling (SEM). The results showed that facilities have a significant effect on creativity. Facilities have a significant impact on customer satisfaction. Innovation has a significant impact on creativity. Innovation has a significant impact on consumer satisfaction. Creativity has a significant impact on consumer satisfaction.
KEYWORDS: Facilities, innovation, creativity and customer satisfaction