PERAN INOVASI DAN KESADARAN MEREK DALAM MENINGKATKAN KEBERLANJUTAN BISNIS KELUARGA

Dwitya Agustina; Mariah Mariah

doi:10.34127/jrlab.v14i3.1783

Authors

Dwitya Agustina Universitas Ary Ginanjar
Mariah Mariah Universitas Ary Ginanjar

DOI:

https://doi.org/10.34127/jrlab.v14i3.1783

Keywords:

Innovation, Brand Awareness, Family Business Sustainability

Abstract

This study aims to analyze innovation and awareness of family business aspirations within XYZ University in Jakarta. The study used a quantitative approach, with 59 respondents, namely family business successors. Saturated sampling was used as the sampling technique.A quantitative survey was used in this study, tested using SPSS version 20.0, and hypotheses were tested using multiple linear regression. The results indicate that innovation and brand awareness influence family business aspirations.

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