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Abstract

Purpose: This study aims to determine the effect of product innovation and branding on sales of Muna Pa'a woven fabric in Ranggo Village, Pajo Subdistrict.


Research Method: This study employed a quantitative, explanatory design. The population consisted of 100 people, all of whom were included in the sample using saturation sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using multiple linear regression in IBM SPSS.


Results and Discussion: The results indicate that, individually, both product innovation and branding have a positive and significant effect on sales of Muna Pa'a woven fabric. Collectively, these two variables also have a positive and significant combined effect on driving sales figures.


Implications: These findings suggest that artisans and local governments should integrate pattern/design innovation with a strong brand identity strategy to expand the market sustainably.


Originality: This study provides new contextual evidence that bridges the inconsistencies in previous literature, particularly regarding the dynamics of commercializing traditional textile crafts in rural areas.

Keywords

product innovation branding sales woven fabric

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Erfanni, S., Adhim, C., & Syafrudin, S. (2026). The Impact of Product Innovation and Branding on Sales of Woven Fabrics. Advances in Management & Financial Reporting, 4(3), 607–620. https://doi.org/10.60079/amfr.v4i3.960
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