DAMPAK LOKASI DAN INOVASI PRODUK TERHADAP PREFRENSI KONSUMEN (Studi Kasus M2M Fried Chicken Cabang Sepulu-Madura)

Abstract: This study analyzes the impact of location and product innovation on consumer preference at M2M Fried Chicken branch in Sepulu-Madura, amid population growth that creates business opportunities. Using a descriptive and quantitative approach, data was collected from 100 respondents through a questionnaire between October and November 2023. The analysis results indicate that location has a dominant influence on consumer preference (H1 accepted), while product innovation significantly affects consumer preference but is not dominant (H2 accepted, H5 rejected). This conclusion suggests that management should focus on optimizing location and consumer experience to enhance customer satisfaction.
Keywords: location, product innovation, consumer preference, M2M Fried Chicken.