THE INFLUENCE OF DESIGN INNOVATION, PRODUCT QUALITY, AND DIGITAL MEDIA UTILIZATION ON SALES TURNOVER IN THE FASHION MSME SECTOR AT TANAH ABANG WHOLESALE CENTER, JAKARTA

Abstract

This study aims to analyze the influence of Design Innovation, Product Quality, and Digital Media Utilization on Sales Turnover in fashion MSMEs at the Tanah Abang Wholesale Center, Jakarta. The fashion sector is one of the most competitive and dynamic industries, requiring business actors to continuously innovate and adapt to technological developments and changing consumer preferences. The research method used is quantitative. The data utilized are primary data obtained through the distribution of questionnaires to 389 respondents who are fashion MSME actors at the Tanah Abang Wholesale Center. The sampling technique used is purposive sampling with specific criteria relevant to the research objectives. The research instrument was developed using a Likert scale and has been tested for its validity and reliability. The collected data were processed using SPSS version 27, with data analysis techniques including assumption tests (normality, linearity, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, and hypothesis testing (t-test, F-test, and R²). The results show that: (1) Design innovation has a positive and significant effect on sales turnover, (2) Product quality has a positive and significant effect on sales turnover, and (3) Digital media utilization also has a positive and significant effect on sales turnover. These findings indicate that the three variables are important factors in driving the increase in sales turnover of MSMEs in the fashion sector, particularly in the Tanah Abang area of Jakarta.