Analysis of the Customer Discovery Stage and Its Impact on Revenue via Product-Market Fit Among Processed Chicken Egg UMKM in Kediri City Risvana Margareta (a), Puji Akhiroh (a*)
(a) Faculty Of Animal Science and Technology, Universitas Brawijaya, Jalan Veteran No 1, Malang 65415, East Java, Indonesia. Email: risvanam61[at]student.ub.ac.id, pujiakhiroh[at]ub.ac.id*
Abstract
The chicken egg processing culinary industry in Kediri City faces revenue instability due to speculative business decisions made without structured market research. This study analyzes the direct effect of Customer Discovery on Product-Market Fit, the direct effect of Product-Market Fit on Revenue, and the indirect effect of Customer Discovery on Revenue mediated by Product-Market Fit among small egg-processing enterprises in Kediri City. Using a quantitative causal-associative approach, structured questionnaire data were collected from business owners across three sub-districts and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping resampling at α- = 0.05. The results demonstrate that all hypotheses are statistically significant (t > 1.96, p < 0.05). Customer Discovery significantly enhances Product-Market Fit by aligning product offerings with local consumer preferences. Product-Market Fit significantly increases business revenue by driving repeat orders and sales volume. Furthermore, Customer Discovery significantly exerts a positive indirect effect on revenue through Product-Market Fit as a critical mediating bridge.
