Relationship between of Marketing New Marketing Innovation on Business Success on Café in the Northeast

Abstract

This research examined the relationship between of Marketing New Marketing Innovation on Business Success on Café in the Northeast. By using questionnaires collected from entrepreneurs and online questionnaires as tools to collect data from a sample group of 400 people.  who is a cafe business operator in the Northeastern region. The statistics used in data analysis include t-test, multiple correlation analysis, and multiple regression analysis. In testing the hypothesis, 1) Entrepreneurs have opinions on modern marketing innovations of cafe businesses in the Northeastern region as a whole, in terms of creating a good experience for consumers, making it easier for consumers to access products, and creating value for products or services at a high level. The success overall of the cafe business in the Northeast region, in terms of process, learning and development, and finance, has a high level of opinion. 2) the research results found that entrepreneurs with different genders had different opinions about modern marketing innovation and overall business success. Correlation and impact analysis as follows: 3) Modern marketing innovations in terms of creating value for products or services, making it easier for consumers to access products, and making consumers become regular customers have relationships and impacts on overall business success. Therefore, cafe business operators should promote modern marketing innovations in terms of creating value in service, making customers accessible, and creating satisfaction so that they can become regular customers of the cafe business continuously and achieve business success forever.