Implementasi Strategi Inovasi Produk dalam Meningkatkan Volume Penjualan Usaha Mikro

(Studi Kasus: Sanjai Tuah Sakato Nagari Barulak Kecamatan Tanjung Baru Kabupaten Tanah Datar)

Abstract

This research is motivated by several problems that will be found in Sanjai Tuah Sakator such as unstable expenses & less variety of flavors compared to competing sanjai sellers, & insignificant profit percentage. The type of research that will be used in this study is field research using qualitative descriptive research methods. The techniques that will be used in data collection research are observation, interviews, documentation, & questionnaire collection. Furthermore, the research instrument is made based on Schumpeter's innovation theory to see product & packaging innovations that will be carried out by Sanjai Tuah Sakato. Innovation will be implemented by the Sanjai Tuah Sakato Store including changes to the packaging & introduction of new flavors. For new packaging, innovation will be carried out by providing attractive labels in the form of addresses, telephone numbers, brand names, & compositions on the packaging. This is an innovation on packaging that was previously only plain clear plastic. Furthermore, for flavor innovation, namely adding new flavors such as green chili, sweet and spicy, & roasted corn. This flavor variation adds to the existing flavor variants such as original, sweet, and spicy. Based on the results of this study, it can be concluded that product innovation at the Sanjai Tuah Sakato Store has had a significant positive impact on sales volume. The majority of respondents expressed a very high level of satisfaction with the new product, including its quality, packaging, taste, and service. They felt the new product met their expectations and planned to repurchase and recommend it to others. Furthermore, sales data before and after the innovation showed a substantial increase, with the Sanjai 12,000 product experiencing the largest increase of 17.10%.