This work is licensed under a Creative Commons Attribution 4.0 International License.
Product Innovation of Foodpreneurs Towards Customer Loyalty
Corresponding Author(s) : Adhe Muhammad Rosyid
Startupreneur Business Digital (SABDA Journal),
Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)
Abstract
This study examines the relationship between product innovation and customer loyalty in the foodpreneur industry. In an increasingly competitive market, businesses must continuously innovate to maintain consumer interest, differentiate their brand, and enhance customer engagement. This research aims to assess the impact of product innovation on customer loyalty, with customer satisfaction as a mediating factor. This study employs a Systematic Literature Review (SLR) method by analyzing 20 journal articles published between 2021 and 2025. The articles were selected based on their relevance to product innovation, customer loyalty, and customer satisfaction in the foodpreneur sector. The findings indicate a strong positive relationship between product innovation and customer loyalty, with customer satisfaction serving as a crucial mediator. Satisfied customers are more likely to make repeat purchases and recommend brands, strengthening longterm loyalty. Additionally, product quality and market orientation significantly contribute to customer retention. Businesses that integrate consumer feedback, maintain high product standards, and prioritize innovation are more likely to build strong customer loyalty. This study suggests further exploration of the impact of digital transformation, technological advancements, and changing consumer behavior on product innovation. Furthermore, the role of social media engagement and influencer marketing could provide valuable insights into enhancing brand visibility and consumer trust.
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- G. Cao, Y. Duan, and J. S. Edwards, “Organizational culture, digital transformation, and product innova- tion,” Information & Management, vol. 62, no. 4, p. 104135, 2025.
- A. Aziz, A. Hidayat, G. A. Pangilinan, M. Hardini, D. Julianingsih et al., “Implementing responsible in- novation practices in platform-based business models,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–8.
- E. Tan, S. Linm, and R. Teo, “Development of innovative business models for msmes in the indonesian tourism sector,” Journal of Loomingulisus ja Innovatsioon, vol. 1, no. 5, pp. 244–254, 2024.
- S. Candra, I. N. A. D. Wiratama, M. A. Rahmadi, and V. Cahyadi, “Innovation process of micro, small and medium enterprises (msmes) in greater jakarta area (perspective from foodpreneurs),” Journal of Science and Technology Policy Management, vol. 13, no. 3, pp. 542–560, 2022.
- A. F. Aysan and M. F. Syarif, “Shaping the halal tourism industry landscape through nft and metaverse: new horizons for halal brand and halal booking hotel,” Journal of Islamic Marketing, vol. 16, no. 1, pp. 123–140, 2025.
- Y. Rimawati, H. Bullah, and N. Kompyurini, “Exploration of strategies and learning experience process of mompreneurs: Case studies in the halal certification,” BASKARA: Journal of Business and Entrepreneur- ship, vol. 7, no. 1, pp. 81–93, 2024.
- J. R. S. Baltazar, M. B. Estacio, and R. G. Bautista, “Entrepreneurial innovation, competitive advantage, and profitability of rolling food cart business in santiago city,” Journal of Business, vol. 13, no. 3, pp. 43–47, 2025.
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- K. Arora, M. Faisal et al., “The use of data science in digital marketing techniques: Work programs, performance sequences and methods.” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 143–155, 2022.
- W. Usino, D. A. R. Kusumawardhani, T. Ramadhan, A. Pratiangga, and O. Qurotulain, “Big data analyt- ics: Transforming business intelligence and decision making,” Journal of Computer Science and Technol- ogy Application, vol. 1, no. 2, pp. 154–163, 2024.
- F. Maula, A. Setyawati, A. Rahma, D. P. M. Pratesa, E. Mufidah et al., “The role of business administration and entrepreneurship education, with government support, in advancing msme efforts towards achieving the sdgs,” Economics and Business Journal (ECBIS), vol. 3, no. 2, pp. 157–172, 2025.
- H. Nurhaeni, A. Delhi, O. P. M. Daeli, S. A. Anjani, and N. A. Yusuf, “Optimizing electrical energy use through ai: An integrated approach for efficiency and sustainability,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 106–113, 2024.
- J. Zhang, U. Zia, M. U. Shehzad, and Sherani, “Tacit knowledge management process, product innovation and organizational performance: exploring the role of affective trust and task efficiency,” Business Process Management Journal, vol. 31, no. 1, pp. 267–297, 2025.
- A. Supriyadi, S. Anhar, A. Y. Farchani, N. Lutfiani, S. N. W. Putra, and S. V. Sihotang, “Fintechs role in asset management efficiency and economic growth in emerging markets,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–7.
- T. Widiyatmoko, U. Rahardja, N. Septiani, D. I. Desrianti, and M. F. Fazri, “The role of financial liter- acy and fintech in promoting financial inclusion,” in 2024 2nd International Conference on Technology Innovation and Its Applications (ICTIIA). IEEE, 2024, pp. 1–5.
- T. Nurainun, H. H. A. Talib, K. R. Jamaludin, S. M. Yusof, N. T. Putri, and F. Lestari, “Identifying factors for the success of halal management practices in leather industry,” Journal of Applied Engineering and Technological Science (JAETS), vol. 4, no. 2, pp. 808–824, 2023.
- I. Widjaja, S. Sudarmiatin, and L. W. Wardana, “Agility strategy and risk management as support for sus- tainable msme performance to achieve msme sdgs: A literature review,” International Journal Business, Management and Innovation Review, vol. 1, no. 4, pp. 59–81, 2024.
- A. H. A. AZAHRI, A. L. DZULKAMAL, M. Z. H. ROSKEMAN, and A. R. A. DAHLAN, “A con- ceptual barber-gerak business model: Build-up skills and enhance job opportunities as barber-preneurs for the underemployed, unemployed, and b40 community,” Journal of Information Systems and Digital Technologies, vol. 5, no. 1, pp. 151–170, 2023.
- R. Pratomo, M. Hardini, D. Julianingsih, D. Suprianti, and Q. Aini, “Blockchain-enabled analytics in banking enhancing risk management for the future of the industry,” in 2024 2nd International Conference on Technology Innovation and Its Applications (ICTIIA). IEEE, 2024, pp. 1–6.
- D. Indiyati, U. Rahardja, U. Rusilowati, S. Millah, A. Faturahman, and A. Fitriani, “Enhancing human resources management with blockchain technology: A case study approach,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–6.
- D. Kristanto and D. A. Kurniawati, “Financial performance of indonesian frozen food msmes: halal supply chain resilience, certification and competitive advantage,” Journal of Islamic Marketing, 2025.
- Y. Gao, S. Liu, and L. Yang, “Artificial intelligence and innovation capability: A dynamic capabilities perspective,” International Review of Economics & Finance, vol. 98, p. 103923, 2025.
- T. Supatminingsih, M. Hasan, M. Farhan, A. Yunus, A. A. Handayani, and Susanti, “The role of innova- tion and technology in msme performance: the importance of muslim entrepreneurs’ motivation in open innovation,” Cogent Business & Management, vol. 12, no. 1, p. 2504127, 2025.
- T. Mahfud, B. J. Kusuma, K. Channa, and V. H. Dang, “Entrepreneurship education impact on en- trepreneurial intention: theory of planned behaviour approach,” Journal of Education and Learning (Ed- uLearn), vol. 19, no. 4, pp. 2097–2106, 2025.
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- N. Ulita, A. T. Kartanegara, J. Salsabila, A. Saleh, and Z. Queen, “Empathy map gen z towards healthy food: A foodpreneur design strategy,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 2, pp. 242–253, 2024.
- M. Azis, A. Karim et al., “Production, innovation, and creativity management model of msmes f&b service in makassar city, indonesia,” Asian Economic and Financial Review, vol. 15, no. 5, pp. 811–844, 2025.
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- M. Ayachit and S. Chitta, “A qualitative study exploring the dynamics of home foodpreneurs in india,” Pacific Business Review International, vol. 17, no. 3, 2024.
- G. A. Pangilinan, S. Audiah, M. R. Shauqy, and O. F. P. Wahyudi, “Entrepreneurial marketing mindset as a determining factor for digital startup success,” Startupreneur Business Digital (SABDA Journal), vol. 4, no. 1, pp. 34–46, 2025.
- A. Aurelia and R. Tajuddien, “The influence of brand trust on brand evangelism through brand identification and passion among apple users,” Journal Economic Business Innovation, vol. 1, no. 4, pp. 385–402, 2025.
- P. Tiwari, “Effect of innovation practices of banks on customer loyalty: an sem-ann approach,” Bench- marking: An International Journal, vol. 30, no. 10, pp. 4536–4568, 2023.
- A. Kurniawan, U. S. Hidayatun, A. Jayanti, E. Septyarini, T. D. Sudibyo et al., “Enhancing customer loyalty: The role of service quality in customer satisfaction,” Journal of Lifestyle and SDGs Review, vol. 5, no. 2, pp. e04 412–e04 412, 2025.
- T. M. Nanta, N. Noermijati, F. Rohman, and A. S. Hussein, “The effect of digital touchpoint usage expe- rience on customer loyalty mediated by digital engagement and customer satisfaction,” Businesses, vol. 5, no. 1, p. 3, 2025.
- A. Aubrey, “Culinary institute’s school for ‘foodpreneurs’ to cook up innovation,” Jefferson Public Radio (JPR), November 2014, retrieved from https://www.ijpr.org/2014-11-17/culinary-institutes- school-for-foodpreneurs-to-cook-up-innovation. [Online]. Available: https://www.ijpr.org/2014-11-17/ culinary-institutes-school-for-foodpreneurs-to-cook-up-innovation
- A. Alwiyah and N. Lyraa, “The role of innovation in the success of modern startupreneurs,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 98–106, 2024.
- D. S. Haryani, Y. Yulius, and N. Limakrisna, “The influence of product innovation on customer loyalty in the beverage product business in tanjungpinang,” PENANOMICS: International Journal of Economics, vol. 2, no. 3, pp. 41–48, 2023.
- M. Asri, M. Hardini, D. Apriliasari, U. Rahardja et al., “Influence of technology adoption and inter- net security on satisfaction and investment decision quality,” in 2024 Ninth International Conference on Informatics and Computing (ICIC). IEEE, 2024, pp. 1–6.
- G. Owen, “41 examples of food and beverage innovation to watch in 2024,” Blog post on GourmetPro, August 2024, retrieved from https://www.gourmetpro.co/blog/41-examples-of- food-and-beverage-innovation-to-watch-in-2024. [Online]. Available: https://www.gourmetpro.co/blog/ 41-examples-of-food-and-beverage-innovation-to-watch-in-2024
- R. Kurniaji, N. Azizah, and M. Yusup, “The influence branding of social media to improve digital business in training and consulting on instagram,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 171–180, 2024.
- M. Hussain, A. Javed, S. H. Khan, and M. Yasir, “Pillars of customer retention in the services sector: Understanding the role of relationship marketing, customer satisfaction, and customer loyalty,” Journal of the Knowledge Economy, vol. 16, no. 1, pp. 2047–2067, 2025.
- R. Nunkoo, A. Sharma, K. K. F. So, H. Hu, and A. F. Alrasheedi, “Two decades of research on customer satisfaction: future research agenda and questions,” International Journal of Contemporary Hospitality Management, vol. 37, no. 5, pp. 1465–1496, 2025.
References
G. Cao, Y. Duan, and J. S. Edwards, “Organizational culture, digital transformation, and product innova- tion,” Information & Management, vol. 62, no. 4, p. 104135, 2025.
A. Aziz, A. Hidayat, G. A. Pangilinan, M. Hardini, D. Julianingsih et al., “Implementing responsible in- novation practices in platform-based business models,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–8.
E. Tan, S. Linm, and R. Teo, “Development of innovative business models for msmes in the indonesian tourism sector,” Journal of Loomingulisus ja Innovatsioon, vol. 1, no. 5, pp. 244–254, 2024.
S. Candra, I. N. A. D. Wiratama, M. A. Rahmadi, and V. Cahyadi, “Innovation process of micro, small and medium enterprises (msmes) in greater jakarta area (perspective from foodpreneurs),” Journal of Science and Technology Policy Management, vol. 13, no. 3, pp. 542–560, 2022.
A. F. Aysan and M. F. Syarif, “Shaping the halal tourism industry landscape through nft and metaverse: new horizons for halal brand and halal booking hotel,” Journal of Islamic Marketing, vol. 16, no. 1, pp. 123–140, 2025.
Y. Rimawati, H. Bullah, and N. Kompyurini, “Exploration of strategies and learning experience process of mompreneurs: Case studies in the halal certification,” BASKARA: Journal of Business and Entrepreneur- ship, vol. 7, no. 1, pp. 81–93, 2024.
J. R. S. Baltazar, M. B. Estacio, and R. G. Bautista, “Entrepreneurial innovation, competitive advantage, and profitability of rolling food cart business in santiago city,” Journal of Business, vol. 13, no. 3, pp. 43–47, 2025.
G. Afriani, L. S. Hastuti, H. Farida et al., “Marketing strategy for food msmes with whatsapp as the main media,” Researcher Academy Innovation Data Analysis, vol. 1, no. 1, pp. 56–64, 2024.
R. T. A. Rahim and N. S. M. Noor, “New wave of digitalization: The financial transaction medium of foodpreneurs in perlis,” Semarak International Journal in Modern Accounting and Finance, vol. 2, no. 1, pp. 1–9, 2024.
K. Arora, M. Faisal et al., “The use of data science in digital marketing techniques: Work programs, performance sequences and methods.” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 143–155, 2022.
W. Usino, D. A. R. Kusumawardhani, T. Ramadhan, A. Pratiangga, and O. Qurotulain, “Big data analyt- ics: Transforming business intelligence and decision making,” Journal of Computer Science and Technol- ogy Application, vol. 1, no. 2, pp. 154–163, 2024.
F. Maula, A. Setyawati, A. Rahma, D. P. M. Pratesa, E. Mufidah et al., “The role of business administration and entrepreneurship education, with government support, in advancing msme efforts towards achieving the sdgs,” Economics and Business Journal (ECBIS), vol. 3, no. 2, pp. 157–172, 2025.
H. Nurhaeni, A. Delhi, O. P. M. Daeli, S. A. Anjani, and N. A. Yusuf, “Optimizing electrical energy use through ai: An integrated approach for efficiency and sustainability,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 106–113, 2024.
J. Zhang, U. Zia, M. U. Shehzad, and Sherani, “Tacit knowledge management process, product innovation and organizational performance: exploring the role of affective trust and task efficiency,” Business Process Management Journal, vol. 31, no. 1, pp. 267–297, 2025.
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T. Widiyatmoko, U. Rahardja, N. Septiani, D. I. Desrianti, and M. F. Fazri, “The role of financial liter- acy and fintech in promoting financial inclusion,” in 2024 2nd International Conference on Technology Innovation and Its Applications (ICTIIA). IEEE, 2024, pp. 1–5.
T. Nurainun, H. H. A. Talib, K. R. Jamaludin, S. M. Yusof, N. T. Putri, and F. Lestari, “Identifying factors for the success of halal management practices in leather industry,” Journal of Applied Engineering and Technological Science (JAETS), vol. 4, no. 2, pp. 808–824, 2023.
I. Widjaja, S. Sudarmiatin, and L. W. Wardana, “Agility strategy and risk management as support for sus- tainable msme performance to achieve msme sdgs: A literature review,” International Journal Business, Management and Innovation Review, vol. 1, no. 4, pp. 59–81, 2024.
A. H. A. AZAHRI, A. L. DZULKAMAL, M. Z. H. ROSKEMAN, and A. R. A. DAHLAN, “A con- ceptual barber-gerak business model: Build-up skills and enhance job opportunities as barber-preneurs for the underemployed, unemployed, and b40 community,” Journal of Information Systems and Digital Technologies, vol. 5, no. 1, pp. 151–170, 2023.
R. Pratomo, M. Hardini, D. Julianingsih, D. Suprianti, and Q. Aini, “Blockchain-enabled analytics in banking enhancing risk management for the future of the industry,” in 2024 2nd International Conference on Technology Innovation and Its Applications (ICTIIA). IEEE, 2024, pp. 1–6.
D. Indiyati, U. Rahardja, U. Rusilowati, S. Millah, A. Faturahman, and A. Fitriani, “Enhancing human resources management with blockchain technology: A case study approach,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–6.
D. Kristanto and D. A. Kurniawati, “Financial performance of indonesian frozen food msmes: halal supply chain resilience, certification and competitive advantage,” Journal of Islamic Marketing, 2025.
Y. Gao, S. Liu, and L. Yang, “Artificial intelligence and innovation capability: A dynamic capabilities perspective,” International Review of Economics & Finance, vol. 98, p. 103923, 2025.
T. Supatminingsih, M. Hasan, M. Farhan, A. Yunus, A. A. Handayani, and Susanti, “The role of innova- tion and technology in msme performance: the importance of muslim entrepreneurs’ motivation in open innovation,” Cogent Business & Management, vol. 12, no. 1, p. 2504127, 2025.
T. Mahfud, B. J. Kusuma, K. Channa, and V. H. Dang, “Entrepreneurship education impact on en- trepreneurial intention: theory of planned behaviour approach,” Journal of Education and Learning (Ed- uLearn), vol. 19, no. 4, pp. 2097–2106, 2025.
C. Nagadeepa, K. Jaheer Mukthar, E. Ramirez-Asis, H. Huaranga-Toledo, M. Espinoza-Magui˜na, and S. Mory-Guarnizo, “A reinforcer to become a foodpreneur through cloud kitchen: sustainable technology- driven business model during pandemic,” in Technological Sustainability and Business Competitive Ad- vantage. Springer, 2023, pp. 401–413.
N. Ulita, A. T. Kartanegara, J. Salsabila, A. Saleh, and Z. Queen, “Empathy map gen z towards healthy food: A foodpreneur design strategy,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 2, pp. 242–253, 2024.
M. Azis, A. Karim et al., “Production, innovation, and creativity management model of msmes f&b service in makassar city, indonesia,” Asian Economic and Financial Review, vol. 15, no. 5, pp. 811–844, 2025.
W. Wachdijono, B. Febriyanti, S. N. Wibowo, and I. T. Wahyuni, “The relationship between consumer loyalty and time of innovation through coffee shop product innovation variables,” Research Trend in Technology and Management, vol. 1, no. 1, pp. 13–24, 2023.
M. Ayachit and S. Chitta, “A qualitative study exploring the dynamics of home foodpreneurs in india,” Pacific Business Review International, vol. 17, no. 3, 2024.
G. A. Pangilinan, S. Audiah, M. R. Shauqy, and O. F. P. Wahyudi, “Entrepreneurial marketing mindset as a determining factor for digital startup success,” Startupreneur Business Digital (SABDA Journal), vol. 4, no. 1, pp. 34–46, 2025.
A. Aurelia and R. Tajuddien, “The influence of brand trust on brand evangelism through brand identification and passion among apple users,” Journal Economic Business Innovation, vol. 1, no. 4, pp. 385–402, 2025.
P. Tiwari, “Effect of innovation practices of banks on customer loyalty: an sem-ann approach,” Bench- marking: An International Journal, vol. 30, no. 10, pp. 4536–4568, 2023.
A. Kurniawan, U. S. Hidayatun, A. Jayanti, E. Septyarini, T. D. Sudibyo et al., “Enhancing customer loyalty: The role of service quality in customer satisfaction,” Journal of Lifestyle and SDGs Review, vol. 5, no. 2, pp. e04 412–e04 412, 2025.
T. M. Nanta, N. Noermijati, F. Rohman, and A. S. Hussein, “The effect of digital touchpoint usage expe- rience on customer loyalty mediated by digital engagement and customer satisfaction,” Businesses, vol. 5, no. 1, p. 3, 2025.
A. Aubrey, “Culinary institute’s school for ‘foodpreneurs’ to cook up innovation,” Jefferson Public Radio (JPR), November 2014, retrieved from https://www.ijpr.org/2014-11-17/culinary-institutes- school-for-foodpreneurs-to-cook-up-innovation. [Online]. Available: https://www.ijpr.org/2014-11-17/ culinary-institutes-school-for-foodpreneurs-to-cook-up-innovation
A. Alwiyah and N. Lyraa, “The role of innovation in the success of modern startupreneurs,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 98–106, 2024.
D. S. Haryani, Y. Yulius, and N. Limakrisna, “The influence of product innovation on customer loyalty in the beverage product business in tanjungpinang,” PENANOMICS: International Journal of Economics, vol. 2, no. 3, pp. 41–48, 2023.
M. Asri, M. Hardini, D. Apriliasari, U. Rahardja et al., “Influence of technology adoption and inter- net security on satisfaction and investment decision quality,” in 2024 Ninth International Conference on Informatics and Computing (ICIC). IEEE, 2024, pp. 1–6.
G. Owen, “41 examples of food and beverage innovation to watch in 2024,” Blog post on GourmetPro, August 2024, retrieved from https://www.gourmetpro.co/blog/41-examples-of- food-and-beverage-innovation-to-watch-in-2024. [Online]. Available: https://www.gourmetpro.co/blog/ 41-examples-of-food-and-beverage-innovation-to-watch-in-2024
R. Kurniaji, N. Azizah, and M. Yusup, “The influence branding of social media to improve digital business in training and consulting on instagram,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 171–180, 2024.
M. Hussain, A. Javed, S. H. Khan, and M. Yasir, “Pillars of customer retention in the services sector: Understanding the role of relationship marketing, customer satisfaction, and customer loyalty,” Journal of the Knowledge Economy, vol. 16, no. 1, pp. 2047–2067, 2025.
R. Nunkoo, A. Sharma, K. K. F. So, H. Hu, and A. F. Alrasheedi, “Two decades of research on customer satisfaction: future research agenda and questions,” International Journal of Contemporary Hospitality Management, vol. 37, no. 5, pp. 1465–1496, 2025.