PENGARUH PENGGUNAAN MEDIA SOSIAL DAN INOVASI PRODUK TERHADAP PERKEMBANGAN PENGOLAHAN KOPI DI KABUPATEN BANTAENG

Abstract

This study aims to determine the effect of social media on coffee processing in Bantaeng Regency and to determine the effect of product innovation on coffee processing in Bantaeng Regency. This research is quantitative research with data collection techniques used, namely interviews, observations, questionnaires, documentation, and literature studies. The research data were analyzed using SEM- Smart PLS. The research results obtained are (1) there is a positive but insignificant influence between the use of social media on coffee processing development, (2) product innovation has a positive effect on coffee processing development.